Highlighting women who carry forward traditions while embracing change, the campaign has visuals of women wearing jewellery from the Agalyam collection, with designs inspired by ancient lamps, Kasu accents, Nakashi patterns and South Indian stone settings
Mumbai: Tanishq has launched its new campaign ‘Agalyam’ to mark the Aadi Perukku festival and promote its latest collection inspired by Tamil tradition. The campaign focuses on the idea of the ‘Pudhumai Penn’ – a woman rooted in culture while embracing change. It reflects the dual role of women in Tamil Nadu as guardians of heritage and agents of progress.
The campaign video opens with visuals of traditional lamps such as Kamatchi Vilakku and Thooku Vilakku, signifying light and new beginnings. It then introduces the Pudhumai Penn in different roles managing household rituals, working in modern environments, and celebrating festivals. The narration speaks to the balance between tradition and modernity. The video’s message is that women are carriers of light, wisdom and change, much like the lamps that have long been central to Tamil life.
The campaign uses visuals of women wearing pieces from the Agalyam collection, with designs inspired by ancient lamps, Kasu accents, Nakashi patterns and South Indian stone settings. The pieces start at Rs 60,000 and are described as not just jewellery but symbols of cultural continuity.
The Agalyam collection draws from Tamil lamps, blending tradition and modern design. The jewellery includes designs inspired by Kamatchi Vilakku, Pavai Vilakku, Thooku Vilakku and Thattu Vilakku, with detailed Kasu accents, Rava textures, and Nakashi patterns. The collection is aimed at women who wish to honour cultural symbols while adapting to contemporary styles.
The video’s backdrop includes music inspired by traditional Tamil instruments, with scenes showing women lighting lamps, gathering for family events, and stepping confidently into new spaces. The campaign aims to appeal to women who see themselves as both keepers of tradition and pioneers of the future.
Speaking on the launch, Arun Narayan, Vice President, Category, Marketing & Retail, Tanishq, Titan Company Limited, said, “Tamil Nadu holds a special place in Tanishq’s journey; it is not only a key market but also home to our first manufacturing unit in Hosur and our very first store on Cathedral Road. This year’s Aadi Collection is a heartfelt tribute to this deep-rooted connection. With Agalyam, we draw inspiration from the traditional Tamil lamps that signify light, divinity, and new beginnings. This is also our way of paying tribute to every Pudhumai Penn of Tamil Nadu- women who carry forward rich traditions while embracing change with grace, generation after generation. They are the true spirit of this land, and through this collection, we celebrate their strength, elegance, and cultural pride.”
Tanishq, from the TATA Group, has a retail chain that currently spreads across 480+ exclusive boutiques in more than 250 cities in India and abroad.
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