Mumbai: Indian jewellery brand - Tanishq has launched its festive campaign ‘Nav-Raani’ with a film directed by international filmmaker Mira Nair, marking her first Indian TV commercial. Conceptualised by Lowe Lintas, the campaign celebrates modern women, portraying them as "queens" who embody grace, strength, and confidence.
The Nav-Raani collection features intricately handcrafted jewellery, merging traditional designs with contemporary flair. Set against a Diwali backdrop, the film showcases women in festive moments, wearing the collection to enhance their elegance and power, reflecting their ability to balance family and professional life with ease.
Tanishq CMO Pelki Tshering said, “This Diwali, we are excited to bring to you ‘Nav-Raani’ – royal jewellery for modern-day queens. In true Tanishq tradition, our campaign celebrates the brilliance of women who wear their grace, warmth, and elegance like a crown, effortlessly winning hearts and shining in every aspect of their lives. It reflects Tanishq’s enduring belief that every woman is a modern queen, deserving of jewels that mirror her inner beauty and strength. Through her deeply personal and nuanced storytelling, Mira captured the essence of Tanishq and modern royalty in a truly compelling manner.”
Speaking about the campaign, Lowe Lintas president (creative) Vasudha Misra added, “The age of royalty may well have set in India, but if you look closely, you will still find many queens ruling, nurturing and expanding their kingdoms. These are the Nav-Raanis that Tanishq seeks to celebrate through this campaign. Queens who might not be at their resplendent best every day of the year. But come Diwali, she adorns herself with the jewels that befit her inner beauty and strength. The grand empress of cinema, Mira Nair, has infused each sequence with splendour of course, but also with a personal, intimate touch that makes each woman in the film, identifiable to every woman who’ll watch them.”
Tanishq has consistently connected with women through campaigns that go beyond jewellery, reflecting their lives and stories. The latest campaign reinforces the brand's belief that every woman is a queen, deserving of jewellery that reflects her strength and beauty. As Diwali approaches, Tanishq encourages women to embrace their inner Nav-Raani and adorn themselves with the season’s unique jewels.
