Tanishq

Tanishq, the jewellery retail brand from the house of Tata, has rolled out a fresh brand campaign featuring Ananya Panday as the face of the brand. With this new communication, Tanishq celebrates the timeless allure of natural diamonds while presenting an expansive range of unique designs paired with a never before Festival of Diamonds offer. Through a playful, emotionally resonant film, the campaign highlights how diamonds can spark joy, confidence, and self expression in women, bringing out the girl within.

The campaign message: “Give wings to the girl within”

Tanishq anchors the campaign in the evocative thought “Give wings to the girl within.” The narrative takes viewers into the inner world of a woman surrounded by natural diamond jewellery, where each piece represents identity, personal choice, and individuality. Instead of viewing diamonds as just a luxury product, the film positions them as an emotional experience that awakens a childlike delight. It suggests that beneath the layers of adult responsibilities, roles, and expectations, every woman carries a joyful curiosity that never fades.

This message connects strongly with modern women who see jewellery not only as an investment or tradition, but also as a form of self expression and personal freedom.

A warm setting and a joyful storytelling approach

The film takes place in an intimate green room environment, adding a sense of closeness and authenticity. It opens with a little girl dancing freely, being playful, goofy, and completely uninhibited. She tries on a variety of trendy natural diamond jewellery designs from Tanishq’s latest collection, enjoying the process with pure happiness.

As the story unfolds, the little girl is revealed to be Ananya Panday herself, seamlessly transitioning into the present. She continues exploring her favourite diamond pieces with the same freedom and joy, making a clear point: when a woman chooses jewellery that truly reflects her, she reconnects with her carefree spirit.

The narrative uses this simple but impactful visual metaphor to reflect the emotional rhythm of modern womanhood. It shows how ambition and playfulness can coexist, and how confidence grows from authenticity rather than perfection.

Jewellery becomes an effortless part of everyday life

A key strength of the campaign lies in how it shifts the perception of diamond jewellery. Tanishq avoids positioning diamonds as something reserved only for big celebrations. Instead, it presents jewellery as an effortless part of everyday life. It becomes an extension of personality, individuality, and emotional freedom rather than an occasional indulgence.

The film carries this energy through a fun, rhythmic soundtrack composed by Rahul Pais and sung by Suman Shridhar. The music complements the playfulness on screen and mirrors the spontaneous joy that diamonds inspire.

Why Ananya Panday fits the brand’s evolving identity

As the face of Tanishq, Ananya Panday embodies the brand’s evolving muse: modern, expressive, authentic, and emotionally assured. Her association aligns with a generation that sees jewellery as part of personal style, identity, and self expression. Through this partnership, Tanishq reinforces its belief that natural diamond jewellery must connect with real lives and real emotions.

What the brand leaders and creative team shared

At the launch, Pelki Tshering explained that the Festival of Diamonds celebrates the instinctive joy that Tanishq’s natural diamonds evoke. She shared that the experience lies not only in finding jewellery, but in discovering a piece you instantly fall in love with. She also described Ananya as a natural choice because her emotionally authentic energy reflects how women live with jewellery today, effortlessly and every day.

Ananya Panday also shared her excitement, saying that Tanishq has always celebrated women across generations with trust, emotion, and timeless beauty. She added that the campaign felt special because it honours the little girl within all of us, encouraging women to embrace individuality and wear confidence every day.

Arpan Bhattacharrya from Lintas highlighted that the campaign captures the pure, uninhibited joy that diamonds evoke, especially when women get endless choices and never before discounts through the Festival of Diamonds.

With this campaign, Tanishq blends emotion, modern identity, and everyday elegance into a story that feels uplifting and relatable. It invites women to rediscover their playful confidence, celebrate their individuality, and truly give wings to the girl within.