Jewellery brand Tanishq has launched its latest Durga Pujo campaign, “Srijonis of New Bangaliyana”. Conceptualized by Lowe Lintas and directed by acclaimed filmmaker Shoojit Sircar, the campaign pays tribute to Bengali women – the Srijonis – who honour tradition while fearlessly redefining it.
The film, with actress Mimi Chakraborty as the narrator, weaves together four evocative stories:
- A mother-in-law who breaks away from cultural taboos
- A young girl reimagining Bhai Phonta with a message of equality
- A wife encouraging her husband to follow his dreams
- A symbolic waltz reflecting the harmony of tradition and modernity
Set to a soulful, female rendition of Rabindranath Tagore’s Ekla Cholo Re, the film celebrates the courage, grace, and creativity of women who blend heritage with contemporary thought, shaping new cultural narratives for future generations.
Brand Perspective
Arun Narayan, VP – Retail & Marketing, Tanishq, said:
“The story of Bangaliyana is written every day by its women – the Srijonis – who carry tradition forward while reimagining it for today. Through themes of love, equality, and generational connection, brought to life by Shoojit Sircar’s direction and Tagore’s stirring song, we celebrate their ability to nurture, inspire, and transform. These women are the living spirit of culture, allowing it to flourish more beautifully each day.”
Director’s Vision
Shoojit Sircar, Director, shared:
“The script deals with everyday conversations – ego, choices, traditions – and I wanted to portray them with honesty and sensitivity. I focused on the quiet tensions that define relationships. For me, Srijoni lies in capturing these truths. Bengali women are themselves Srijoni – their resilience and creativity bring life to every story.”
Creative Perspective
Arpan Bhattacharya, Executive Director & Head of Creative, South, Lowe Lintas, added:
“The quintessential Bengali woman is rooted in culture yet unafraid to challenge traditions she disagrees with. She is opinionated yet open-minded, fierce yet loving, proud of her history but aware of others. That balance of tradition and progress is what we wanted to capture – a celebration of women who are as comfortable honouring the past as they are shaping the future.”
With this campaign, Tanishq once again positions itself as a storyteller of cultural evolution, marking Durga Pujo not just as a festival but as a celebration of women who define the spirit of Bangaliyana in today’s world.
