Tanishq lauds woman achievers and their milestones with Pehli Diwali campaign

Milestones seldom bother about societal perception. They are entirely subjective, but the excitement to achieve one is similarly infectious. This profound belief was encapsulated beautifully by Tanishq through its latest Alekhya range and two of its heartwarming digital films.

The first commercial shows a pre-Diwali decoration spree at an office. The employees have fun at a board game and the man in the frame takes this opportunity to gift a dazzling necklace to the boss lady. “Congratulations for the startups first Diwali,” the man tells her, complimenting her for creating a great workplace environment. When he goes on to ask if he could join his wife on her endeavour, the woman humorously replies that he is welcome for a job interview.

While that commercial celebrates workplace excellence, the second commercial of the ‘Naye Milestone Wali Pehli Diwali’ campaign ponders over the evolving dynamics of a parent-daughter bond. When a mother gifts her daughter a beautiful jewellery set from Tanishq on Diwali, she discusses how the young woman has helped her celebrate several such milestones right from her birth. She recounts several firsts with Diwali as the hallmark of her happiness, from celebrating the first Diwali as a mother, as a single parent, and now commencing a Ladakh road trip with her daughter on bike! Surely, that spirit deserves the loudest hoots and therefore, a treat with something as beautiful as jewellery.

Echoing the sentiment, Mr. Arun Narayan, VP- Category, Marketing & Retail, Tanishq, Titan Company Limited said, “Pehli Diwali holds a very special significance in our country where families celebrate the first Diwali after a wedding or post welcoming a child. Our festive campaign is an insightful take on this tradition, seeking to celebrate & commemorate the many new journeys that women have begun in recent times. These journeys, whether small or big, are special as they hold a deeper personal meaning. We are therefore happy to wish every woman on the occasion of the ‘Pehli Diwali’ of all her new beginnings.”

RJ Exclusive