The ad film’s narrative captures how jewellery moves beyond adornment and brightens the world around the protagonist with colour
Mumbai: Jewellery retailer Tanishq, from the House of Tata, has unveiled its latest campaign film featuring actor Triptii Dimri. Ahead of this year’s Akshaya Tritiya, the film marks Tanishq’s entry into the emerging natural gemstone jewellery category, that has seen growing consumer interest in India. Anchored in a curated selection of 100% natural gemstones, this strategic move is supported by introduction of the collection ‘Hues’ within this category.
The TVC celebrates natural gemstones as a powerful form of self-expression, capturing how jewellery becomes an extension of a woman’s mood, individuality and evolving personal style. Rooted in the idea of colour as a deeply personal and expressive choice, the ‘Hues’ collection draws inspiration from the vibrancy and richness of an Indian summer—where every shade reflects a mood, a moment and a state of mind. Set in a charming cobbles toned square, the film re-imagines a world in muted neutral tones and stillness, awaiting a shift in expression. As the narrative unfolds, the introduction of colour becomes a powerful metaphor for individuality and choice. Through a striking visual transition and a thoughtfully crafted narrative, the film captures how jewellery moves beyond adornment and brightens the world around the protagonist, Triptii Dimri. From storefronts to the crowd, everyone and everything gets transformed into the bright shades, with colour becoming an intuitive extension of how she feels and presents herself. Through this lens, the film captures a shift in how the modern woman engages with jewellery, and reflects the mindset where styling is fluid, personal, and led by emotion rather than convention.
Crafted in 18kt gold, Tanishq’s ‘Hues’ collection is launching this Akshaya Tritiya. The collection brings together a curated selection of natural gemstones such as emeralds, amethysts, citrines, tourmalines, and tanzanites. With sculptural silhouettes and fluid compositions, the designs are elevated through techniques such as cabochon cuts, bunching, and layering, creating depth, luminosity, and a sense of movement in every piece.
Speaking on the campaign, Pelki Tshering, Chief Marketing Officer, Titan Company Limited, said, “Hues marks a bold new chapter for us as we introduce our latest launch in natural gemstone jewellery in India. With this collection, we are not only building the category but also responding to the evolution of the Tanishq woman, who is increasingly expressive, confident in her choices, and drawn to jewellery that reflects her individuality. The campaign film brings this to life through the lens of colour, using it as a powerful metaphor for self-expression and personal style. TriptiiDimri, as the face of the campaign, embodies this shift effortlessly, bringing a sense of modernity, playfulness, and authenticity that resonates deeply with this mindset. Together, the collection and the campaign signal a more contemporary, design-forward direction for Tanishq, where jewellery becomes an extension of who you are.”
With a starting price of Rs 30,000, Tanishq’s Hues collection offers a versatile range designed for both occasion and everyday wear.
The Tanishq retail chain currently spreads across 500+ exclusive boutiques in more than 300 cities.
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