In a landmark moment for the jewellery industry, Tanishq, a brand from the House of Tata, has launched a large-scale outdoor holographic experience at Mumbai’s iconic Bandra Bandstand. This innovative display, standing an impressive 40 feet tall, marks India’s tallest holographic projection to date and showcases the brand’s new Kundan Stories collection in a visually captivating manner.
Developed in collaboration with Laqshya Media Group, the installation features Holo Mesh Projection Technology—a translucent mesh that acts as a near-invisible surface for high-powered light mapping. This technique creates the illusion of kundan jewellery floating mid-air, with every intricate detail, including meenakari, takkar work, stone inlay, and filigree, brought to life in three dimensions.
The immersive activation, timed with Akshaya Tritiya and the upcoming wedding season, offers a fresh perspective on traditional Indian craftsmanship. Each piece in the Kundan Stories collection reflects centuries-old techniques such as takkar ka kaam, talaf, die-stamping, and wire and pearl bunching, taking over 200 hours to craft.
Pelki Tshering, Chief Marketing Officer, Tanishq, said, “At Tanishq, every piece of jewellery is a story—shaped by the hands of our karigars and inspired by the Tanishq woman. This season of new beginnings, our Kundan Stories collection brings heritage and modern elegance together, celebrating craft from the beauty of takkar ka kaam to the delicate lace of filigree. And now, we bring these stories to life with India’s tallest Holo stand—an immersive, one-of-a-kind tribute to intricacy, craft, and the jewellery that adorns the modern Indian woman.”
Amarjeet Hudda, COO, Laqshya Media Ltd, added, “This was a chance to do something the industry had never attempted before. Tanishq gave us a full creative room, and the result is something that goes beyond regular brand launches. It’s storytelling in mid-air. For us at Laqshya, it’s a proud milestone in blending tech, media, and emotion.”
Sommnath Sengupta, CEO of Inventech, elaborated, “The activation uses Holo Mesh Projection Technology, where a translucent mesh acts as a nearly invisible canvas for high-powered light mapping. Suspended in open space, it creates a surreal illusion where each design detail — from ghungroos to flowing filigree — appears to hover and move. The visuals were set to a specially composed sound design, turning the skyline into a moving story of craftsmanship and beauty. Every element was custom-built to perform in outdoor conditions, making it a true feat of execution.”
This activation not only highlights the artistic value of Tanishq’s newest collection but also sets a benchmark in experiential marketing for the jewellery sector, merging traditional storytelling with state-of-the-art technology in an unprecedented format.
