The modern Indian woman believes age is just a number. A few wrinkles do not get in her way any longer to get ‘out there’ and achieve her dreams. She does not cower in the face of a number called age but instead she wears it proudly for the world to see how far she has come.
In true Tanishq style, the latest film conceptualised by Lowe Lintas for the Mirayah collection denotes liveliness, captures that new-age woman revelling in her success and celebrates every single moment with her loved ones. The Mirayah collection is an ode to the woman, who does not let age define her. She is a woman, who celebrates her independence and does not shy away from wearing her heart on her sleeve.
Speaking about the film, Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company, said, “Today’s woman is embarking on a new journey– she is wiser, more aware and secure with herself. Age is truly just a number for this woman as she lets her hair down, becoming the life of the party and enjoys herself to the fullest. Our collection ‘Mirayah’ is an ode to this woman and we are proud to celebrate her moments of absolute joy. The collection has the latest trends in diamond and colour stone jewellery which she can use to add colour to her celebrations.
Rajesh Ramaswamy, Executive Director, Lowe Lintas, added, “We have always wondered why women are portrayed in books or movies as fearful of hitting 40. We don’t know anyone like this so I wonder where the cliché came from. In reality, women have more fun in their 40s. Not only are they more secure, but also more spirited and chilled out. This is the essence we wanted to capture in the film.
In the Mirayah film, three friends come together to celebrate their friend’s 40th birthday. They begin to croon to a foot-tapping tune, while lauding her on her accomplishments over the years that they know her. As a gift for all that she has achieved in life and as a celebration of where she is today, they present her with a stunning set from the Mirayah collection as they welcome her to the most colourful part of her life.
Deepika Tewari, General Manager, Marketing
Brand Manager: Avni Mooljee
Brand Manager: Raghuvar Seth
Creative Agency: Arun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Lohith Chengappa, Navin M
Business: Hari Krishnan, Sudhir Rajashekharan, Bhupinder Agarwal, Aditi Prabhakar, Vishwananth R