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Celebrate yourself at every stage in life is Tanishq’s message to women

Tanishq showcases its ‘Swayahm’ collection in a new campaign conceptualised by Lowe Lintas, Bangalore. It says an act of self-love goes a long way and it is time to bring to light the positivity of this term

Click on the Image to watch the TVC.

Tanishq, the jewellery brand from Tata Group, has launched a TVC featuring Deepika Padukone to showcase its latest collection, ‘Swayahm’, which comprises gold and studded jewellery covering categories such as regional, bridal, non-bridal, fashion, occasion wear.

The insight of the film, conceptualised by Lowe Lintas, Bangalore, is that often in life, we forget to celebrate the smallest of things that have shaped us to become who we are today. An act of self-love goes a long way and it is time we bring to light the positivity of this term.

Jewellery has always been stereotypically connected to the idea of special occasions for a woman. The film breaks away from this notion by telling her that now is the moment to focus on her own aspirations, struggles, achievements and celebrating herself. As she treasures a little something from her beautiful memories, it is beautiful when she also marks her success by purchasing her favourite jewellery piece.

Every woman rightfully deserves this portion of self-love; it’s these small moments that make the difference. And in the commercial is one such woman who has strived against the odds, and today fearlessly celebrates herself – Deepika Padukone.

The Swayahm collection with its wide range of products offers an advantage of variety and assortment, starting from Rs 10,000.

Swayahm’s communication campaign showcases Deepika Padukone reminiscing about her various milestones, while going through her keepsake box. The old worn-out shuttle cock, the cassette and the Tanishq jewellery box jolt some stark memories. Whether it is about doing things for others or revelling in old goofiness, there should also be certain things you gift yourself – like the Tanishq box. The TVC captures the vitality of reminding oneself that the small/big moments in life are not only worth cherishing but also worth celebrating.

Deepika Tewari

Deepika Tewari, Associate Vice-President, Marketing, Jewellery Division at Titan Company Limited, said, “A woman should always set forth to celebrate herself at every stage in her life and this time Tanishq brings in the Swayahm collection which resonates with every woman who takes pride in herself. She deserves to celebrate her smallest of achievements and failures too because it is these small moments that make all the difference and make her who she truly is. In the film, we have brought in the aspect of reminiscing the past memories which have been a part of her integral growth and thus appreciating her very being.”

Sagar Kapoor, Chief Creative Officer, “Like the name itself, Swayahm carries an insightful message. Of celebrating oneself at every juncture of life. Women are so busy appreciating and caring for their loved ones that they seldom remember to love themselves. The jewellery is one such gift she gifts herself.”

The TVC:


Client: Tanishq

AVP, Marketing, Jewelry Division, Titan: Deepika Tewari

Senior manager, Marketing, Jewelry Division, Titan: Raghuvar Seth

Senior manager, Marketing, Jewelry Division, Titan: Isha Sapra

Assistant Manager, Marketing, Jewelry Division, Titan: Prakhar Vardhan

Account Management: Hari Krishnan, Sudhir Rajasekharan, Bhupender Agarwal, Aditi Prabhakar, Akhoka Raikhan, Mainak Saha

Creative Agency: Lowe Lintas, Bangalore


Sagar Kapoor, Lohith Chengappa, Pranav Karnad, Ranjith K.

Crazy Few Films: Anupam Mishra

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