This Women’s Day, Tanishq, the jewelry retail brand from Tata, has launched “Her Choice,” a thought-provoking film that challenges conventional notions of female empowerment. Conceptualized by Autumn Grey, the campaign celebrates a woman’s fundamental right to define her own path and make choices free from societal judgment.
The film follows a woman who appears to be preparing for a workday—dressing purposefully and moving through her morning routine with confidence. In a surprising twist, it’s her husband who leaves for work while she embraces her chosen role as a homemaker. Crucially, this isn’t portrayed as a compromise but as her deliberate choice, made on her own terms.
Through this powerful narrative, Tanishq shifts the conversation around empowerment from meeting predetermined standards to honoring individual journeys. The message is clear: true empowerment isn’t about what choice a woman makes, but her freedom to make that choice without external pressure.
“Tanishq has always celebrated every woman’s unique journey,” explains Pelki Tshering, CMO of Tanishq. “Our latest campaign challenges the singular idea of empowerment, celebrating every woman’s right to define it herself—because true strength isn’t about meeting expectations; it’s about having the agency to choose.”
Anusha Shetty, CEO of Grey India, adds: “This film celebrates the strength in every choice a woman makes, reminding us that no path is less valid than another.”
Film director Kopal Naithani summarizes the campaign’s essence: “Whether a woman builds a career or dedicates herself to her home, true strength lies in having that choice without judgment.”
