Tanishq empowers women through versatile jewellery expression

The brand’s latest campaign, ‘Styling One on One’, featuring actor Kalki Koechlin, champions women’s individuality through versatile and expressive jewellery choices

Mumbai: Titan Company Ltd.’s renowned jewellery brand, Tanishq, has unveiled a distinctive campaign, ‘Styling One on One’, designed to empower women to express their individuality through carefully curated jewellery selections. The initiative features actor Kalki Koechlin who shares her insights on crafting effortless yet impactful jewellery styling. 

Pelki Tshering, Chief Marketing Officer of Tanishq, articulates the brand’s core philosophy: “We are committed to championing the modern woman. For her, jewellery transcends mere accessorising—it is a profound form of self-expression.” The campaign strategically positions jewellery as a medium of personal narrative, offering designs that resonate across daily wear, special occasions, and wedding celebrations. 

Tanishq’s approach goes beyond traditional jewellery marketing. The brand’s extensive collection spans from affordable daily wear to high-value diamond pieces, ensuring accessibility and personal relevance for diverse customer segments. “We provide differentiated designs that enable customers to articulate their unique identity,” Tshering explains. The product range is deliberately comprehensive, encompassing traditional gold and diamond pieces alongside contemporary options like Polki, catering to varied aesthetic preferences and lifestyle requirements. 

Kalki Koechlin’s involvement in the campaign highlights contemporary jewellery trends, particularly emphasising modularity and layering. Tshering notes, “Jewellery should be dynamic, offering wearers the flexibility to adapt pieces across different contexts and moods.” The trends emerging from the campaign showcase a nuanced approach to personal styling, focusing on layering techniques that allow women to create personalised, expressive looks. Versatility becomes key, with pieces designed to be worn in multiple configurations, minimising the need for exact matching. 

The brand is also attuned to a growing consumer preference for narrative jewellery—pieces that communicate personal stories or mark significant life moments. This approach reflects a deeper understanding of how modern women view their accessories as extensions of their personal journeys. 

Tanishq’s ‘Styling One on One’ campaign represents more than a marketing initiative—it is a movement towards personalised jewellery expression. Tshering reveals plans to expand the campaign, featuring diverse experts, celebrities, and individuals who embody unique style perspectives. She adds, “As a brand, we anchor ourselves on the side of the modern woman. For her, jewellery is an expression of herself.” 

The campaign transcends conventional jewellery marketing by positioning its offerings as tools of personal empowerment. By providing a diverse range of designs and championing individual expression, Tanishq reinforces its commitment to the modern woman’s multifaceted identity. 

Written by Achal Chaubey 

Retail Jeweller India Exclusive