Tanishq has launched its latest Akshaya Tritiya campaign featuring Triptii Dimri, introducing the ‘Hues’ collection and marking a strategic push into natural gemstone jewellery.
Conceptualized by Lowe Lintas, the campaign positions gemstones as a medium of self-expression rather than just adornment. Built around 100% natural gemstones, the collection reflects a growing consumer shift toward authenticity, individuality, and design-led aesthetics.
The campaign film uses colour as a central metaphor. Set in a muted cobblestone square, the narrative begins in stillness, with everyday life paused. As Triptii selects her jewellery, the world transforms into vibrant hues-visually representing how personal choices can shape identity and expression. The storytelling reinforces a modern mindset where jewellery is fluid, mood-led, and deeply personal.
Crafted in 18kt gold, the ‘Hues’ collection features gemstones such as emeralds, amethysts, citrines, tourmalines, and tanzanites. The designs focus on sculptural silhouettes and layering techniques, creating depth, movement, and a contemporary aesthetic suited for both occasion and everyday wear.
With prices starting at ₹30,000, the collection is supported by festive offers including discounts on making charges and gold rate protection.
Through this launch, Tanishq is not just expanding its portfolio but also redefining how gemstone jewellery is perceived-shifting the narrative from tradition to self-expression and aligning with a new generation of consumers seeking meaning, individuality, and style in their purchases.
