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Tanishq, India’s leading jewellery retailer from the Tata group, has unveiled its new TVC, ‘Tanishq Diamonds Celebrates Your Sparkle’. The campaign, conceptualised by Lowe Lintas, highlights the timeless elegance and unmatched beauty of Tanishq’s natural diamonds, aiming to inspire women to embrace their inner radiance with confidence and grace.
The film delves into the relationship between women and their jewellery, portraying diamonds as much more than mere adornments. Each Tanishq diamond is a finely crafted masterpiece, celebrated for its dazzling sparkle and superior light performance, making every piece a symbol of prestige and timeless beauty. Tanishq's commitment to blending craftsmanship with artistic brilliance is evident in the campaign, designed to make women feel extraordinary whether they’re marking milestones or adding glamour to everyday moments.
The film opens with actress Sapna Pabbi being adorned in Tanishq’s unique diamond jewellery. As she prepares for an evening event, her diamonds enhance her charm, sparkling in the light as she navigates the night with self-assurance. Throughout the film, the diamonds become a symbol of her strength, individuality, and journey, capturing the essence of self-expression.
A special surprise element features the iconic Bollywood song “Aaj Main Upar”, originally performed by Manisha Koirala. In a memorable moment, Koirala appears in the film, singing a line to Pabbi, passing on inspiration, confidence, and self-assuredness to today’s women. The exchange celebrates the rarity of women embracing their unique sparkle, with Tanishq’s diamonds honouring their prestige, influence, and individuality.
Pelki Tshering, Chief Marketing Officer at Tanishq, commented, “Our latest film for natural diamonds is an extension of one of our core beliefs at Tanishq—that diamonds are rare and forever. Our natural diamonds symbolize the strength, grace, and aspirations that define women. Through this campaign, we celebrate their journeys, helping them shine brighter and embrace their inner radiance. Celebrates your sparkle is not a tagline; it’s an emotion. Like always, Tanishq diamonds are at the forefront, lighting up any room and the woman who adorns it.”
Arpan Bhattacharyya, Head of Creative at Lowe Lintas, added, “We wanted to capture what it feels like when someone’s presence brightens up the world around them. Because that’s exactly what the Tanishq woman has always done. And it’s also what the most beautiful diamond jewellery does for the people it adorns. A breath-taking product, an effervescent personality that evokes joy, an evergreen song that lifts spirits, and a delightful cameo from an icon—it seemed like a marriage made in heaven and just the perfect way in which to celebrate the sparkle of Tanishq Diamonds.”
Tanishq’s latest campaign once again reinforces its commitment to showcasing the strength and brilliance of the modern woman, encouraging her to shine with confidence and elegance.
