MAM
Taproot and BBH are India entries to Film Craft Lions shortlist
MUMBAI: Two Indian entries have made it to the Film Craft Lions shortlist at this year’s Cannes Lions Festival: BBH India’s ‘Tanjore’ for Google Chrome and Taproot India’s ‘I am Mumbai’ campaign for The Times of India Group.
BBH India has qualified in the sub category Art Direction. The ad is a part of Google Chrome’s ‘The web is what you make of it’ campaign.
The campaign follows the real story of a local from Tanjore, G Rajendran, who strived to keep alive the dying art of Tanjore paintings. As a part of his mission, he created his own website to facilitate his business/art and other Google products to promote himself. The commercial communicates how the oldest Indian art form collaborated with the most modern marketplace to keep itself relevant and used it effectively to thrive and survive in today’s fast-paced world.
Taproot’s ‘I am Mumbai’ campaign consists of a series of stories featured in the paper compiled in one film. It touched upon current events like the politically-motivated university ban of Rohinton Mistry’s book, the milk adulteration fiasco, the horrifying hell of the kavda orphanage and the fight against illegal political posters destroying our cityscape. The idea was to communicate that every morning one voice – the tabloid Mumbai Mirror – makes sure the many voices in the city are heard. The campaign has been shortlisted in the Direction sub category.
Of the 1721 entries received, 131 have been shortlisted in the category this year. There were 41 entries from India in the Film Craft Lions category, eight more than last year’s 33 entries.
Brands
Tanishq enters natural gemstone segment with Triptii Dimri campaign
Hues collection debuts ahead of Akshaya Tritiya, spotlighting self-expression
MUMBAI: Tanishq is stepping into the natural gemstone jewellery space with a new campaign featuring actor Triptii Dimri, marking a strategic expansion ahead of Akshaya Tritiya.
The launch introduces the brand’s latest collection, ‘Hues’, a design-led range crafted in 18kt gold and built around 100 percent natural gemstones. The move signals Tanishq’s intent to tap into a fast-growing category driven by consumers seeking authenticity, individuality and expressive styling.
Conceptualised by Lowe Lintas, the campaign film leans into the idea of colour as a form of self-expression. Set in a muted, almost paused world, the narrative comes alive as Dimri selects her jewellery, triggering a burst of colour that transforms her surroundings. The visual metaphor captures how jewellery is evolving from occasion-led adornment to a more personal, mood-driven choice.
The ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer, featuring gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. With sculptural forms and techniques like cabochon cuts and layering, the designs aim to bring depth, movement and a contemporary aesthetic to fine jewellery.
Titan Company Limited chief marketing officer Pelki Tshering said, “‘Hues’ marks a bold new chapter as we introduce natural gemstone jewellery in India. The collection reflects the evolving Tanishq woman who is expressive and confident, and seeks jewellery that mirrors her individuality.”
Sharing her perspective, Triptii Dimri said, “What I love about this collection is how it celebrates self-expression through colour. It feels less about occasion and more about expressing who you are in the moment.”
Priced from Rs 30,000, the collection is positioned for both everyday wear and special occasions. To coincide with the festive season, the brand is also rolling out promotional offers, including discounts on making charges and gold rate protection schemes.
With Hues, Tanishq is not just adding a new category but also reshaping how jewellery is worn and perceived, placing personal expression and colour firmly at the centre of its design philosophy.
