Tanishq has forayed into the natural gemstones category with the launch of a new campaign film featuring actor Triptii Dimri, alongside the introduction of its latest collection, ‘Hues’.
Conceptualised by Lowe Lintas, the television commercial presents gemstone jewellery as an extension of personal expression, reflecting mood, individuality and evolving style. The campaign centres on the idea of colour as an intuitive and emotional choice, aligning with growing consumer interest in distinctive, design-led pieces within the category.
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Set against a muted, almost suspended urban backdrop, the film follows Dimri as she selects from an array of vibrant gemstone jewellery. Her choice triggers a visual transformation, with colour cascading into the surrounding environment, symbolising the impact of personal expression. The narrative underscores a shift in how modern consumers engage with jewellery, moving from occasion-led purchases to more fluid, everyday styling.
Crafted in 18kt gold, the ‘Hues’ collection draws inspiration from the tones of an Indian summer and features a curated range of natural gemstones including emeralds, amethysts, citrines, tourmalines and tanzanites. The designs incorporate sculptural forms and techniques such as cabochon cuts, layering and bunching to enhance depth and movement.
Priced from ₹30,000, the collection is positioned for both occasions and daily wear. As part of its Akshaya Tritiya offering, the brand has introduced promotional benefits including discounts on making charges, gold rate protection and exchange schemes, aimed at driving seasonal demand.
