This Diwali, Tanishq has unveiled a film directed by the internationally renowned filmmaker Mira Nair, marking her debut in Indian television commercials. Conceptualised by Lowe Lintas, the festive campaign, titled Nav-Raani, pays tribute to Modern-day Queens—the women who command their worlds with grace, strength, and unwavering confidence.
The film begins on a magical Diwali night, spotlighting four Nav-Raanis in different scenarios, each illustrating the beauty, power, and sophistication of the contemporary woman. While she may not embody the queenly aura every day, her regal persona shines through during festive occasions like Diwali, when she adorns herself with exquisite pieces from the Nav-Raani collection. Whether lighting diyas or hosting family gatherings, the film captures how the collection accentuates her inner nobility, making her feel truly elegant.
The film portrays women who don’t need crowns to feel regal but instead wear their strength, beauty, and elegance as emblems of royalty. The Nav-Raani collection’s designs reflect the unique qualities of each woman to celebrate her spirit.
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Made by Women, for Women encapsulates the core of the campaign, highlighting the multifaceted roles women embody, from nurturing family ties to excelling in professional spheres, demonstrating their ability to balance boardrooms and living rooms. The collection, inspired by the grandeur of royal courts, majestic palaces, and rich heritage, redefines traditional jewellery by fusing meticulously handcrafted artistry with a modern aesthetic.
Pelki Tshering, Chief Marketing Officer, Tanishq, said, “In true Tanishq tradition, our campaign celebrates the brilliance of women who wear their grace, warmth, and elegance like a crown, effortlessly winning hearts and shining in every aspect of their lives. It reflects Tanishq’s enduring belief that every woman is a modern queen, deserving of jewels that mirror her inner beauty and strength.”