Tanishq’s latest campaign shines a light on the evolving dynamics of modern marriages, with a special focus on equal partnership. Crafted by Lowe Lintas, the advertisement represents brides who actively participate in their wedding and decision-making processes involving their significant others. This shift reflects the changing societal norms where marriages are increasingly viewed as a partnership between equals.

The ad shows four brides from different states of India embracing their traditional values and modern upbringing. The first half discusses the changes that women usually go through after marriage, including moving to a new city, moving into a joint family, adjusting to their husbands’ busy schedules, and sometimes even adjusting to pets without having any prior experience.

Tanishq twists the story by revealing that it is the men who are taking these initiatives, questioning the norm of women bearing the responsibility of adapting and adjusting This highlights the importance of mutual respect, understanding, and shared responsibilities and reinforces the fact that successful marriages today are built on the foundation of equality.

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By featuring a diverse cast, the ad broadens its appeal and resonates with a wider audience across different cultures and backgrounds. The campaign reflects Tanishq’s commitment to portray modern Indian women who are empowered, independent, and integral to the evolving story of marriage in India.