Tanishq, India’s top jewellery brand under the Titan umbrella, launched its final campaign of 2024 in December, titled ‘Celebrate Your Sparkle’. Continuing into 2025, the brand has carried forward the campaign, featuring veteran actress Manisha Koirala and the iconic melody “Aaj Main Upar”. This campaign, deeply rooted in celebrating femininity, places women at the heart of the narrative, embodying Tanishq’s consistent marketing theme.

Pelki Tshering, Tanishq’s CMO, discussed the brand’s approach to the campaign, emphasizing that the modern Indian woman is central to Tanishq’s ethos. Tshering explained that the choice of diamonds as the focal point of the campaign went beyond aesthetics, reflecting a deeper understanding of consumer behavior. “Diamonds represent something personal—a confident expression of individuality,” she said, distinguishing it from the cultural and familial ties often associated with gold.

Tanishq’s creative direction is shaped by insights into the evolving desires of Indian women, crafted by their long-term creative partner Lowe Lintas. Tshering described the brief for the campaign as simple yet powerful—an unapologetic celebration of the Tanishq woman, her choices, desires, and journey. The campaign’s execution, however, was more complex, requiring careful planning to resonate across India’s diverse demographic landscape.

Tanishq’s core demographic is women aged 30-40, but Tshering emphasized that the strategy is driven by mindset rather than age. “We celebrate women from all walks of life—intergenerational, diverse, and authentic. Any woman who embraces her fabulousness, as well as her imperfections, with confidence is our audience,” she stated.

The brand’s media strategy has evolved, reflecting an inclusive approach by prioritizing digital platforms while still maintaining a presence in traditional media. Print media is used for deeper engagement, while out-of-home advertising focuses on driving frequency in key catchment areas.

An important shift in Tanishq’s marketing approach has been its sophisticated influencer marketing strategy. The brand has moved beyond celebrity endorsements, creating a diverse ecosystem of partnerships. From collaborating with celebrity stylist Anaita Shroff for fashion integration to engaging with journalist Faye D’Souza via podcasts, Tanishq demonstrates an understanding of the modern landscape of influence.

Pelki Tshering also highlighted a shift in consumer trends, especially among millennials and Gen Z. “Jewellery is increasingly viewed as everyday luxury rather than just occasion-based,” Tshering observed. To meet this demand, Tanishq has introduced over 10,000 new designs at accessible price points starting at Rs 15,000. The Switch & Shine collection, launched recently, offers versatile pieces that can be styled in multiple ways, catering to the modern consumer’s preference for versatility and value.

In the bridal segment, Tanishq has observed a shift towards designs that balance traditional grandeur with contemporary styling and reusability. These changes reflect the evolving tastes of consumers who value both heritage and modern sensibilities.

Technology is also at the core of Tanishq’s 2025 strategy. The brand is using AI for personalized marketing and merchandising and is experimenting with generative AI tools for vernacular outreach. Additionally, the launch of the Tanishq Diamond Expertise Centre underscores the brand’s commitment to transparency, allowing consumers to validate the purity and light performance of their diamonds.

Although Tshering remained tight-lipped about specific expansion plans for 2025, the overall strategy points to a brand confidently advancing while keeping its roots in traditional values. The ‘Celebrate Your Sparkle’ campaign blends nostalgia with contemporary relevance, setting the tone for a promising year ahead for Tanishq.

As the brand navigates the balance between tradition and modernity, heritage and innovation, it is crafting a narrative that resonates with the multifaceted nature of its target audience.

Author: Uma Purandare