Tanishq launches new multi-lingual ad film celebrating marriage as a union of equals

The star-studded cast includes Nayanthara for the southern region and Mimi Chakraborty for West Bengal, alongside renowned veteran actor Shobha Khote 

Mumbai: Tanishq’s latest campaign, launched under its ‘Rivaah by Tanishq’ wedding jewellery line, showcases a groundbreaking 3-minute multilingual film that redefines the modern bride’s role in marriage. The film represents India’s diverse cultures and emphasizes the progressive mindset of today’s bride. 

The commercial marks Tanishq’s first foray into a long-format television advertisement, featuring an ensemble cast of actors from various regions. This approach underscores Tanishq’s commitment to resonating with a broad audience across India. 

Titled “For Marriages Crafted by You,” the campaign highlights how contemporary brides take an active role in shaping their wedding journey. It portrays the modern bride as a trailblazer who balances traditional values with modern ideals, stepping into marriage as an equal partner alongside her groom. This narrative reflects the evolving dynamics of relationships and modern marriages. 

In a poignant and thought-provoking storyline, the film challenges traditional societal norms. It questions why the responsibility of adapting to marriage should fall solely on the bride. The narrative reveals the groom as a supportive partner, ready to share the responsibilities of their new life together. Through a blend of light-hearted and emotional moments, the film presents marriage as a partnership where both individuals embrace change equally. 

The campaign also celebrates the bride’s role in harmonising tradition with modernity, crafting a wedding day that reflects her personal journey. Featuring brides and jewellery from major regions of India, the film highlights the rich tapestry of traditions and the shared emotions between the bride and her family. 

The cast includes Tanishq’s brand ambassadors, Nayanthara for the Southern region and Mimi Chakraborty for West Bengal, alongside the renowned veteran actor Shobha Khote. 

Pelki Tshering, CMO of Tanishq, commented, “Rivaah by Tanishq portrays marriage through the lens of modern brides from various regions across India. Our campaign underscores the importance of equal partnerships where both individuals adapt and change together. We celebrate every bride’s ability to craft a marriage that mirrors her identity and the future she and her partner will build together.” 

Kopal Naithani, founder and director of Superfly Films, added, “The Rivaah film challenges conventional expectations by suggesting that the burden of adjustment in marriage should not rest solely on the bride. It advocates for a balanced and equitable vision of marriage, emphasizing mutual respect and shared responsibility.” 

Arpan Bhattacharyya, head of creative at Lowe Lintas, Bangalore, said, “A marriage is a new chapter for everyone involved. Our campaign questions why the responsibility for change should be disproportionately borne by the bride and her family. We aim to convey that a marriage of equals means that both sides share the responsibility for adapting and compromising.” 

Retail Jeweller India News