Tanishq’s Adhyantara: 100+ cosmic designs for festive India

Tanishq’s festive jewellery story usually trades in heritage. With Adhyantara, the Tata Group jeweller is looking up, not back.

Unveiled with actor Triptii Dimri, the new campaign from TBWA\Lintas, part of Omnicom Advertising India, turns celestial forms — stars, the sun, the moon, shooting stars — into contemporary Indian gold. The task, as the brand frames it, is to keep the craft rooted while making the woman at the centre of the story feel imaginative and self-defined.

01 · The campaign idea

A film opens at a campsite beneath a starlit sky. Dimri sits under the stars as the familiar melody “Badan Pe Sitare Lapete Hue” plays, and a sweep of her hand sends blue, pink and gold light across the sky until the stars appear to form an Adhyantara necklace. It’s a deliberately wondrous visual: the cosmos as both inspiration and product shot.

“We set out to explore the infinite wonder of the cosmos and bring it closer to the woman who inspires us,” said Pelki Tshering, chief marketing officer, Tanishq.

Dimri added that Adhyantara’s pull was “the sense of wonder that comes from simply looking up at the sky.”

For Arpan Bhattacharyya, executive director and head of creative, South, TBWA\Lintas, the brief was to let the jewellery’s cosmic inspiration dictate the film’s universe — “mystery, beauty and infinite possibilities,” made human and intimate.

02 · What’s in the collection

The range spans more than 100 designs across four categories:

• Glass Kundan — classic craft with a light-catching finish
• Plain Gold — minimal, wearable 18kt and 22kt pieces
• Plain Jewellery with Inspired Gemstones — fire opals, sunstones and rutilated quartz, with asterism effects for depth and brilliance
• Open Polki — a contemporary take on a traditional form

Necklace sets, bangles, finger rings and mangalsutras appear across the range, and selected pieces are modular — 3-in-1, 4-in-1 and 5-in-1 configurations that give the buyer more than one way to wear the design. That is a practical festive-season point: one purchase, multiple styling options.

03 · What brand leaders can take from it

Tanishq is not simply attaching a celebrity to a product. Dimri is cast as the campaign’s centre of gravity because she represents a modern Indian woman who is connected to roots but open to redefinition — exactly the code the collection wants to own. The film, the gemstones and the modularity all feed one proposition: festive jewellery can be personal and expressive, not only ceremonial.

For marketing teams, the useful device is coherence across product and story. The same celestial vocabulary informs design, film, colour palette and celebrity direction. That gives the campaign a single, ownable idea instead of a traditional festive montage. It also gives retail staff a clear narrative: the stars are not decorative, they are the design language.

Marketing take: When the product story and the campaign story are the same story, celebrity and craft amplify each other instead of competing for attention.

Source: Campaign India

Mad About Marketing Desk The strategists and writers at Mad About Marketing, writing up what we see in the work every week.