Mia by Tanishq has released a new film under its ‘Precious, Every Day’ platform, featuring brand face Aneet Padda. The campaign builds on the idea that women do not need to wait for a special occasion to feel precious, encouraging self-choice and everyday celebration.
The film follows a catch-up between Aneet and an old friend, who spots a diamond ring on her finger and assumes she is engaged. Aneet denies there is anyone special, before revealing that she bought the ring herself. Asked about a future proposal, she says that is for someday, but this ring is for today. By using the familiar symbolism of an engagement ring, the film challenges the idea that milestone jewellery must be gifted by someone else.
The film is part of the broader ‘Precious, Every Day’ platform, launched last year around the belief that feeling precious need not be reserved for milestones. Mia’s jewellery is positioned for everyday wear, with ordinary days, good moods and personal achievements serving as reasons to celebrate. Shyamala Ramanan, business head, Mia by Tanishq, said the brand has sparked a movement of women putting themselves first, adding that self-purchase is now one of the fastest-growing parts of its business.
Aneet Padda said the film felt close to her, noting that you don’t always need a big occasion to feel special. Mithila Saraf, CEO, Famous Innovations, said a simple conversation between two friends challenges a century-old convention, since a ring need not mean someone chose you. Sometimes, it can simply mean you chose yourself.
