The campaign uses story-telling to connect jewellery with everyday experiences and personal milestones
Bengaluru: Tanishq has launched a video campaign titled ‘The Lekhini of today’ featuring ace badminton player PV Sindhu. It focuses on Telugu women shaping their own journeys and presents narratives centred on everyday decisions and milestones, linking personal expression with jewellery.
The film highlights how women define their own paths across personal and professional spaces. Through multiple scenarios, it reflects moments of responsibility, choice and identity, positioning jewellery as part of these experiences. The campaign aligns with Tanishq’s focus on connecting with women through narratives that reflect their lives.
By associating with a celebrated sportsperson like PV Sindhu, the brand extends its reach to a wider audience. Her presence supports brand recall and strengthens its visibility across platforms. The campaign also enables Tanishq to engage with regional audiences, particularly in the Telugu market, where the messaging is rooted in local context and language.
The story-telling format allows the brand to move beyond product-led communication and focus on engagement. It supports strong connections with consumers through relatable situations and cultural references. The campaign also encourages interaction across digital platforms, where short-format video content drives discovery and sharing.
The ‘Lekhini’ theme positions women as decision-makers, linking the idea of authorship with purchase intent. This approach enables Tanishq to remain relevant in a market where consumers seek meaning and connection in brand communication. It also supports repeat engagement, as consumers relate to the narratives over time.
Through this campaign, Tanishq uses content to build recall, expand audience reach and strengthen its position in the jewellery retail space. The integration of a known face with culturally aligned story-telling supports both visibility and consumer engagement.
Leading jewellery brand Tanishq, from the Tata Group, has built its retail presence over more than two decades. The brand operates 500+ exclusive retail outlets across more than 300 cities in India, and has an expanding international footprint across several countries.
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