The campaign builds on the brand’s long-standing commitment to women and the many roles, relationships, and life stages that shape their journeys
Mumbai: Leading jewellery retailer Tanishq has unveiled its latest Tanishq Natural Diamonds ad, titled ‘Souls in Symphony’, bringing together actors Ananya Panday, Sushmita Sen and Radhika Apte in the campaign film. It is built around the many roles, relationships and life stages that shape women’s journeys, and the brand’s long-standing commitment to them.
The campaign looks at the stories women live, the bonds they form, and the moments that stay with them through a contemporary lens. In it, Ananya Panday, Sushmita Sen and Radhika Apte each embody a different sensibility, and represent distinct worlds, personalities and expressions of style, reflecting the diversity of today’s women and the many ways they choose to express themselves. Their coming together reflects how modern relationships between women are shaped not by similarity, but by acceptance and admiration. Their bond reflects both contrast and connection. Together, they represent a new-age sisterhood: independent yet intertwined.
This idea extends into the Tanishq Natural Diamonds collection, crafted with 100% natural diamonds and natural gemstones. Much like the three actors, who each bring their own distinct style and presence, the collection offers designs that cater to different tastes and expressions of individuality, ranging from minimal and understated to bold and statement-led. Designed to move across intimate gatherings, meaningful moments and special occasions, each piece reflects the versatility and self-expression that define the modern woman.
Directed by acclaimed film-maker Shoojit Sircar, the campaign film unfolds in an intimate backstage setting as the three women prepare for an event. It moves through playful exchanges, spontaneous laughter, and candid moments that capture an effortless warmth. The narrative stays observational, allowing connection and familiarity to emerge naturally.
A defining moment comes when a Tanishq diamond necklace is passed between the three women. As it is tried on, Ananya Panday’s playful remark, “Ye bhi kaafi beautiful hai” while pointing towards the mirror, shifts attention from the jewellery to the shared moment itself. What follows is an exchange of laughter and ease, reflecting a bond built on comfort, trust, and mutual appreciation. In this narrative, ‘Souls in Symphony’ presents Tanishq natural diamonds as symbols of connection rather than ornamentation, reflecting shared experiences and the joy of being seen and celebrated.
Speaking about the campaign, Pelki Tshering, Chief Marketing Officer, Tanishq, said, “At Tanishq, we have always celebrated the many facets of a woman’s journey and the relationships that shape her along the way. With ‘Souls in Symphony’, we wanted to spotlight a contemporary expression of sisterhood that is defined not by convention, but by shared values and mutual admiration. Today’s women are forging meaningful connections that transcend age, background, and life stages, creating spaces where individuality is celebrated, and one another’s successes are amplified. This campaign reflects that evolving spirit of camaraderie, brought to life through Ananya, Sushmita, and Radhika, three women who embody authenticity and self-expression in their own distinct ways. We celebrate the idea that when women uplift one another, they shine brighter together.”
The Tanishq Natural Diamonds ‘Souls in Symphony’ collection offers diamond jewellery designed for everyday wear, meaningful moments, and celebrations.
The Tanishq retail chain currently spreads across 500+ exclusive boutiques in more than 300 cities.
Retail Jeweller India News
