In the campaign video, Apte reflects on the symbolism and intricate detailing of the brand’s new ‘Kundan Stories’ line, even as Tanishq aims to bring attention to the depth of heritage in Indian jewellery-making, and highlight both technique and tradition
Bengaluru: Tanishq has partnered with actor Radhika Apte for its latest campaign, highlighting the significance of traditional craftsmanship through its new Kundan jewellery collection. Central to this campaign is the ‘Kaali Ghaanti’, which is shown to mark a new phase in Apte’s life.
Radhika Apte rejoices over her ‘Kaali Ghaanti’, a traditional ornament featuring fine Kundan work, gifted to her. The piece carries cultural meaning and craftsmanship, including high-brilliance Kundan stones and filigree work created with serrated wires. Apte shares her thoughts on receiving the piece in a campaign video, reflecting on the symbolism of the jewellery.
In the video, Apte unboxes the ‘Kaali Ghaanti’ and walks viewers through its design. She points out the presence of five Dodis — Indian evil eye charms — crafted in odd numbers, believed to carry protective significance. Each detail, according to Apte, contributes to the story and emotional value of the piece. She notes, “Every detail is considered. Not just the way it looks, but the way it feels, the way it moves, the story it tells.”
The campaign positions the ‘Kaali Ghaanti’ not only as jewellery but as a symbol rooted in history and meaning. Apte emphasizes the importance of surrounding oneself with objects that carry intent. She describes the ornament as a reflection of time, patience and care. “This is not just jewellery, it’s like carrying forward a tradition,” she states.
Through this campaign, Tanishq aims to bring attention to the depth of heritage in Indian jewellery-making. The Kundan Stories collection highlights the methodical work of artisans, showcasing pieces that reflect both technique and tradition.
The ‘Kaali Ghaanti’, as presented in the campaign, becomes a medium for marking transitions and beginnings, combining aesthetics with cultural memory. The collaboration with Radhika Apte strengthens this narrative, drawing from her own personal and artistic journey to frame the importance of meaningful design.
Founded in 1994 and headquartered in Bengaluru, Tanishq has established a significant presence in over 240 cities in India and internationally. With focus on quality and design, Tanishq continues to capture the hearts of jewellery enthusiasts across the globe.
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