Tanishq, India’s leading jewellery brand from the House of Tata, has launched its new festive campaign, “Mriganka”, celebrating imagination, heritage, and the spirit of the festive season. The campaign introduces Tanishq’s latest festive collection through a magical narrative that blends mythical realms, dreamlike landscapes, and timeless music, with Manushi Chhillar as the face of the campaign.

Conceptualized by Lowe Lintas, the film transports viewers into a fantastical universe of floating palaces, radiant flora, celestial beings, and ethereal settings. At the heart of this enchanted world is the Tanishq woman – bold, radiant, and rooted in culture – who embodies the mystique and elegance of Mriganka, making a powerful statement this festive season.

Set to the golden-era classic Khoya Khoya Chand, Manushi Chhillar personifies the spirit of Mriganka. As she adorns the collection, each jewellery piece becomes a portal into a magical journey, weaving together tradition, imagination, and contemporary celebration.

Pelki Tshering, Chief Marketing Officer, Tanishq, said: “Mriganka is about capturing every layer of a woman – her pride in heritage, her love for beauty, and her forward-looking spirit. Each piece is more than ornamentation; it is a world she can step into. Our film opens the doors to this enchanted realm, and Manushi Chhillar brings it to life – celebrating imagination, tradition, and the women who make both timeless and contemporary.”

Litna Das, Executive Director, Head of Creative, Art, Lowe Lintas South, added: “Mriganka was an exciting world to create. The film celebrates light, festivity, and togetherness, highlighting the brilliance of Tanishq jewellery while immersing audiences in a magical, mystical experience.”

With Mriganka, Tanishq merges festive elegance with storytelling, making jewellery a celebration of imagination and individuality.