Tanishq has unveiled a large-format out-of-home (OOH) campaign across five major Indian cities-Delhi NCR, Mumbai, Jaipur, Ludhiana, and Ahmedabad-to promote its Radiance in Rhythm natural diamond collection. The campaign continues the brand’s strategic use of high-impact outdoor media to build strong, long-term presence across key urban markets.

Executed by Laqshya Media Group, the campaign focuses on sustained visibility rather than short-lived exposure. Premium billboards and digital screens have been installed along high-traffic corridors and major commute routes, ensuring repeated impressions throughout the day. Instead of isolated hoardings, the visuals appear sequentially across prominent city stretches, creating a takeover-like experience that integrates the brand seamlessly into everyday movement.

This approach reflects the essence of the Radiance in Rhythm collection, which draws inspiration from modern women and celebrates individuality, self-expression, and confidence. By placing the collection within familiar cityscapes, the campaign transforms public routes into continuous visual touchpoints, allowing the jewellery to become part of daily urban life.

Commenting on the execution, Yuvrraj Agarwaal, Chief Strategy Officer, Laqshya Media Group, said the campaign was designed to mirror the permanence, authenticity, and rarity of natural diamonds. He added that the aim was not just visibility, but presence-turning city streets into galleries where the collection could command attention and create lasting recall.

With this campaign, Tanishq reinforces its ability to blend craftsmanship with scale, proving that when the product is rare, the storytelling must be impossible to ignore.