The ad film presents the brand’s natural diamond jewellery collection through a sequence that links movement, reflection and changing viewpoints
Mumbai: Tanishq has launched the latest edition of its ‘Festival of Diamonds’, marking the return of its annual focused campaign around natural diamond jewellery. The campaign is led by actor Ananya Panday and introduces a new range of everyday natural diamond designs developed through updated design techniques.
The ‘Festival of Diamonds’ has become a recurring platform for the brand to present its diamond portfolio, covering categories such as earrings, rings, pendants, neckwear, bangles and bracelets. This year’s collection centres on design approaches that influence how diamonds interact with light, movement and viewing angles.
The new range is built on four design techniques. The CNC Rainbow Plating Technique, introduced by Tanishq, alters the interaction between light and the surface of jewellery. The Floating Diamonds concept creates the effect of diamonds positioned above a base of gemstones. Reflection and Form Illusions present variations in how the jewellery appears from different perspectives. These approaches aim to change how natural diamonds are viewed in everyday jewellery formats.
The collection is priced from Rs 40,000 onwards and is positioned for both first-time buyers and existing customers looking to add to their collections. In addition to the new range, the brand continues to offer a catalogue of over 10,000 natural diamond designs across its retail network.
The campaign film features Ananya Panday and focuses on the interaction of light and perception. The narrative introduces a child’s perspective, where the sparkle of the jewellery is interpreted as brightness that requires sunglasses. The film presents the collection through a sequence that links movement, reflection and changing viewpoints.
Speaking at the launch, Pelki Tshering, Chief Marketing Officer, Tanishq, said, “With this year’s ‘Festival of Diamonds’, we wanted to introduce a collection that pushes the boundaries of natural diamond jewellery through pioneering techniques and a distinctive new design language. Every piece has been thoughtfully created to maximize sparkle while offering contemporary designs that feel fresh, expressive and unlike anything we’ve offered before. The ‘Festival of Diamonds’ is an invitation for consumers to discover these innovations, explore a collection that stands apart through design, and experience a new expression of natural diamonds that is both distinctive and effortlessly wearable.”
On the association, Ananya Panday said, “Style is such a personal form of self-expression, and I love that this collection celebrates that in such an unexpected way. Every piece reveals something different through light, movement and perspective, making it feel fresh, versatile and effortlessly modern. What I find most special is that it allows every woman to express different facets of her personality, whether she’s dressing for an everyday moment or a special occasion. That’s what makes this collection feel so relevant and exciting.”
As part of the festival, Tanishq is offering a reduction on the value of natural diamond jewellery starting July 21, 2026. Customers can also exchange old jewellery, including gold with purity as low as 9 karat, with no deduction on gold value when purchasing diamond jewellery.
The brand has also expanded its in-store services through the Diamond Expertise Centre (DXC), available at select locations. The service allows customers to evaluate natural diamonds using specialized tools and support from trained gemologists. The evaluation covers aspects such as origin, light performance, clarity and authenticity, including diamonds purchased from other jewellers.
Tanishq operates more than 500 stores across 300+ cities in India. The Festival of Diamonds campaign will be promoted across retail outlets and digital platforms, with the new collection available both in-store and online.
Retail Jeweller India News
