Tanishq has released a new television commercial as part of its ongoing narrative around the meaning and longevity of natural diamonds. Conceptualised by Kommune, the film features Shabana Azmi and Javed Akhtar in their first on-screen collaboration and centres on the Soulmate Diamond Pair, crafted from a single natural diamond.
The film unfolds through an intimate, conversational exchange between the couple, rooted in their real-life relationship. They reflect on shared assumptions about their marriage, given their similar cultural backgrounds, and gradually reveal how familiarity, contrast, humour, and deep understanding coexist in their bond. The dialogue balances shared sensibilities with light-hearted differences, allowing the relationship to emerge organically rather than as a scripted construct.
As the narrative progresses, the film draws a quiet parallel between enduring relationships and natural diamonds—both shaped by time, rarity, and individuality. The Soulmate Diamond Pair becomes a symbolic anchor, positioned as a representation of connection that is irreplaceable and formed over billions of years.
The campaign builds on the idea that natural diamonds continue to hold relevance amid evolving design preferences, offering permanence while adapting to contemporary expression. It also responds to growing consumer interest in authenticity, emotional meaning, and long-term value when choosing symbols of commitment.
Alongside the film, Tanishq has introduced additional narratives focused on consumer awareness and transparency. These stories highlight the brand’s Diamond Expertise Centres, which allow customers to assess diamond origin, authenticity, and light performance using specialised tools, reinforcing informed decision-making.
Watch the campiagn here:
Speaking on the launch of the film, Pelki Tshering, Chief Marketing Officer, Tanishq, shared, “For certain moments, relationships and milestones, only a natural diamond will do. Shabana Azmi and Javed Akhtar represent this beautifully through a bond that is truly unique and has grown richer with individuality and time. We are delighted to have them share their story together on screen for the first time with us. A natural diamond is not just a jewel; it is an emotion. What makes this even more meaningful today is the confidence we offer our customers. Through advanced technology and tools at our Diamond Expertise Centres, available across our stores, customers can transparently verify that their diamond is natural and experience its light performance—giving them complete assurance in choosing Tanishq diamonds”
Talking about the film, Roshan Abbas, Managing Director, Kommune/RAP, said, “Getting Javed sahib and Shabana ji to collaborate with Tanishq was truly a dream come true. From day one, there was genuine enthusiasm across the teams, and it carried through every stage of the process. Their quiet authenticity and infectious charm brings a rare depth to the film. Tanishq has consistently raised the bar with purpose-led storytelling, and this is a landmark project we’re proud to have partnered.”
