Jewellery brand Tanishq has launched a stunning campaign highlighting how beautiful and ethereal is a woman’s intrinsic radiance. With the Ahalya collection, the brand wants to remind every woman of her ‘tej’ — the inner radiance, a beauty that is claimed unique to the feminine spirit. This campaign is a surreal journey, in discovering and celebrating this light.
The high-end collection ‘Ahalya’, from the brand Tanishq, showcases the brilliance of diamonds and the allure of coloured gemstones, coming together on a singular design canvas.
As part of the communication campaign, Tanishq released a film featuring Deepika Padukone who reminds every woman of her tej. Every woman possesses this burgeoning inner spirit bubbling just below the surface of her being. This virtue is her biggest source of energy, strength and confidence that needs no proof or validation; all it needs is a realisation of its manifestation.
Ahalya by Tanishq is a catalyst in excavating this brightness and making her the spotlight. Tej is the powerful meeting point of a ‘woman’s biggest strength’ and when she embraces it with the most powerful element in the world – a diamond; her beauty and elegance heightens transforming her from simple grace to utmost elegance and effortless glamour. For it is when she adorns a piece from this collection, that the world sees the woman within — A woman of exemplary taste and unmatched grace.
Speaking about the film, Deepika Tewari, Associate Vice-President, Marketing, Jewellery Division at Titan Company Limited, said, "I believe every Indian woman has an inner radiance that shines through whatever she does. At Tanishq, we're launching this exceptional diamond jewellery collection because it reflects the inner fire emanating from the woman who adorns it. The TVC captures the brilliance, scintillation and fire in the diamonds of this collection and is an ode to the beauty of the woman who is her own muse. We hope women enjoy experiencing this collection as much as we enjoyed bringing it to them."
Speaking about the film, Sagar Kapoor, Chief Creative Officer at Lowe Lintas, said, “The intent for the high-value diamond collection Ahalya was to push both the style and substance elements. Hence the idea of tej. The inner radiance present both in a diamond and a woman. We tried to bring alive the idea of Tej in aesthetics and philosophy.”
Marketing Manager, Jewellery Division, Titan Company Limited: Avni Mooljee
Marketing Manager, Jewellery Division, Titan Company Limited: Raghuvar Seth
AVP, Marketing, Jewellery Division, Titan Company Limited: Deepika S Tewari
Agency: Lowe Lintas, Bangalore
Creative: Sagar Kapoor, Kapil Mishra
Account Management: Hari Krishnan, Sudhir Rajasekharan, Varghese John, Revanasiddha S Koujalagi
Production House: Crazy Few Films
Director: Anupam Mishra