The new line represents Tamil, Telugu, Bihari, Rajasthani/Marwadi, Gujarati, Marathi and Pan India/Metro communities
Mumbai: Rivaah by Tanishq, the wedding jewellery focused sub brand from the house of Tanishq, has launched its campaign ‘One Wedding. Many Stories’ to promote its new line ‘Wedding Signatures’, a collection of complete bridal jewellery trousseaus across seven distinct Indian bridal communities representing Tamil, Telugu, Bihari, Rajasthani/Marwadi, Gujarati, Marathi and Pan India/Metro. The new collection is rooted in Rivaah’s insight that today the modern Indian bride celebrates her cultural roots but in her own unique way.
Over 8 to 12 months, a bride makes choices across the destination, venue, functions, fashion, photography, decor, beauty and jewellery that together shape her wedding. This has also changed the way she approaches bridal jewellery, with a move towards selecting pieces for individual occasions rather than relying on a single set. ‘Wedding Signatures’ responds with a complete jewellery wardrobe designed to cater to the different functions and celebrations of the wedding.
Developed by Tanishq’s Design Excellence Centre (DEC), ‘Wedding Signatures’ brings together regional understanding, design expertise and craftsmanship across the seven bridal worlds. The campaign ‘One Wedding. Many Stories’ extends the idea into the wider wedding ecosystem through destination, photography and film. Celebrated wedding photographer Joseph Radhik captures select bridal looks at Taj Jai Mahal Palace, Jaipur, while acclaimed film-maker Shoojit Sircar brings the stories to life through a series of regional films. For the South market, actor Anupama Parameswaran is the face of Rivaah, bringing the campaign to life for brides across the region. The campaign places the jewellery within the setting, atmosphere and story-telling of a wedding, creating a connected expression of the celebration around the collection.
Each bridal look has been developed through the respective region’s own distinctive jewellery vocabulary. The Marathi trousseau draws on key elements such as the Vati Mangalsutra, Tushi necklace and Vajra Teek Choker, the Rajasthani/Marwadi trousseau includes the Borla, Tevta, Aad and Panchlada Haar, while the Gujarati trousseau draws on forms such as Chandan Haar, Dodi, Mor and Keri. The Tamil and Telugu trousseaus explore distinctive South Indian forms and temple inspired vocabulary. The Pan India/Metro trousseau offers a contemporary expression for brides influenced by multiple cultural and stylistic references. The collection further expands Rivaah’s jewellery vocabulary with Kaleeras, Matha Patti, Vankis, Surya and Chandra, Nethi Chutti and Mattal, alongside contemporary interpretations of established regional jewellery codes.
Speaking on the launch, Pelki Tshering, Chief Marketing Officer, Tanishq, said, “At Rivaah, we believe that marriages are crafted uniquely by every bride. As brides curate their weddings with greater intention, every choice right from the destination and celebrations to fashion, photography and jewellery, contributes to the experience they envision. We wanted to reflect this in the way we approached bridal jewellery. ‘Wedding Signatures’ brings together complete jewellery wardrobes across seven distinct Indian bridal looks, with pieces designed for the different occasions that make up the wedding journey. Through ‘One Wedding. Many Stories.’, we bring the collection into the wider world of destination, photography and film, creating a more holistic expression of the wedding around the bride.”
Tanishq, from the TATA Group, has a retail chain spread across 500+ exclusive boutiques in more than 300 cities.
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