Tanishq has launched a campaign for Adhyantara, its latest jewellery collection, featuring actress Triptii Dimri. Conceptualised by TBWA\Lintas, the campaign draws on the cosmos, with the jewellery inspired by celestial forms such as the sun, moon and stars.
The film is set at a campsite, where Dimri sits beneath a starlit sky as ‘Badan Pe Sitare Lapete Hue’ plays. As she gestures towards the sky, blue, pink and gold lights come together to form the design of an Adhyantara necklace. Arpan Bhattacharyya, Executive Director and Head of Creative, South, TBWA\Lintas, said the film was designed to inhabit the same universe of wonder as the jewellery, turning the vastness of the cosmos into something human, intimate and magical.
Pelki Tshering, CMO, Tanishq, said the collection brings together intricate Indian craftsmanship with a modern sensibility, and that Dimri embodies a woman who is curious, imaginative and unafraid to explore. Dimri said she was drawn to the collection’s connection with the cosmos and the sense of wonder that comes from looking up at the sky.
The collection features more than 100 designs across four categories: Glass Kundan, Plain Gold, Plain Jewellery with Inspired Gemstones and Open Polki. It includes necklaces, bangles, finger rings and mangalsutras in 18kt and 22kt gold. Modular 3-in-1, 4-in-1 and 5-in-1 designs sit alongside pieces featuring fire opals, sunstones, rutilated quartz and asterism effects.
