Tanishq launches ‘New Tales of Tradition’ campaign

MUMBAI: Jewellery brand Tanishq has launched ‘New Tales of Tradition’, its new campaign for the festival season. The campaign presents a kaleidoscopic snapshot of the charm, grandeur and allure of India through a range of traditional jewellery.



The designs draw inspiration from the captivating Indian past that has captured the imagination of generations. Tanishq states that it has created a line of exclusive jewellery that reflects the imagery and styles from across the Indian sub continent. The designs portray the sensibilities, aura and beauty of the traditional forms of Indian jewellery. This selection aims at capturing the sparkling magic of diamonds, the ethnic splendor of pure 22K gold, and multi-hued glamour of Kundan across its new offerings of Taj, Temple and Rajputana jewellery



The Tanishq New Tales of Tradition campaign highlights the progressiveness of the Indian woman who is very strongly connected to her roots and yet knows how to express her individuality. The television commercial picks on one of many such instances in the Indian woman’s life. Set in a 1920’s Bengali household, the commercial provides a vignette into the traditional life of the female protagonist and how she maneuvers her way into getting what she wants. The company states that it is to adorn this evolved woman that Tanishq Design Studio has come up with a dazzling array of jewellery, which takes inspiration from the past.



Tanishq COO Venkataraman said, “Through our new campaign we have tried to realise the potential of a vital segment of the jewellery industry that enjoys great acceptance and promises a tremendous future. Our marketing acumen has helped us understand the market dynamics and create an innovative range of jewellery that caters to the latent demand for distinct products.”

Tanishq which positions itself as India's only national jeweller offers gold and gem-set jewellery (in 22 and 18 carat gold) in over 6000 traditional, western and fusion looks. The Tanishq retail chain currently includes 75 boutiques in 55 cities, making it India's first and largest jewellery retail store chain.

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