The ad film attempts to immerse audiences in a magical, mystical world where light, celebration and togetherness take centre-stage. It portrays the Tanishq woman, rooted in culture and expressing her identity through the collection
Mumbai: As the festive season begins, Tanishq has launched its new campaign, Mriganka, which introduces a jewellery collection inspired by mythical worlds and imagined realms. The film presents a visual narrative of floating palaces, unique flora, and golden beings. At its centre is the Tanishq woman, rooted in culture and expressing her identity through the collection.
Set to the classic track ‘Khoya Khoya Chand’, the film features Manushi Chhillar, former Miss World and actor. As she wears pieces from the collection, the jewellery becomes a link to the world of Mriganka, shown as a realm above the clouds, filled with birds, landscapes, and forms drawn from myth. The film concludes with her return to the present, linking imagination and tradition in the context of festive celebration.
Pelki Tshering, Chief Marketing Officer, Tanishq, said, “Mriganka is born from the belief that a woman’s festive jewellery should hold every layer of who she is her pride in heritage, her love of beauty, and her hopeful, forward-looking spirit. Each piece is imagined as more than an ornament; it is a world she can step into. A bold motif, a fluid line, a hint of whimsy every detail carries a spark of magic that honours her individuality. Our film opens the doors to this enchanted realm. Floating palaces, fantastical blooms, mythical beings together they reflect the richness and wonder of the women who wear Mriganka. To the timeless strains of ‘Khoya Khoya Chand’, Manushi Chhillar becomes that woman not merely adorned, but alive in the world we dreamed. Mriganka – a magical realm is our ode to her to celebration, to imagination, and to the women who keep tradition ever new.”
The ad film attempts to immerse audiences in a magical, mystical world where light, celebration and togetherness take centre-stage. It brings alive not just the brilliance of Tanishq jewellery, but also celebrates the inspiration behind the collection to the fullest to convey a festive and mystical feeling.
Tanishq currently operates more than 500 exclusive boutiques in over 300 cities worldwide.
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