The ad film is based on a conversation between Azmi and Akhtar and focuses on the role of natural diamonds in long-term relationships such as theirs
Mumbai: Tanishq has released a new television commercial that focuses on the role of natural diamonds in marking relationships and life’s milestones. The film is part of the brand’s ongoing communication around natural diamonds and features actor Shabana Azmi and her husband, poet Javed Akhtar, in their first on-screen appearance together. The campaign centres around the ‘Soulmate Diamond Pair’ and forms part of a larger series that explores the meaning and relevance of natural diamonds.
The film is based on a conversation between Azmi and Akhtar and draws from their personal relationship. Through dialogue, they speak about assumptions made about their marriage because of similar backgrounds, including the fact that both their fathers were poets. The exchange touches upon shared interests, thought processes and tastes, while also acknowledging differences in habits and approach. The narrative places emphasis on how two individuals remain connected over time despite contrasts.
The film concludes with the introduction of the ‘Soulmate Diamond Pair’, which is crafted from a single natural diamond formed over a long period of time. This serves as a parallel to relationships that continue through different phases of life. The campaign positions natural diamonds as symbols that are linked to rarity, permanence and meaning in personal relationships.
In addition to this film, Tanishq has released other films as part of the same campaign. These focus on consumer awareness and access to information about natural diamonds. The films highlight the brand’s Diamond Expertise Centres, which allow customers to examine diamonds using tools designed to assess origin, light performance and authenticity. The initiative is intended to support informed decision-making at the point of purchase.
Speaking about 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”.
Tanishq, the leading jewellery brand from the Tata Group, has built its retail presence over more than two decades. The brand operates over 500 exclusive boutiques across more than 300 cities.
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