Chandigarh, Apr 08: Tanishq, jewellery brand from the House of Tata, has unveiled its latest campaign film featuring leading Bollywood sensation Triptii Dimri for this year’s Akshaya Tritiya. With this launch, Tanishq taps into the natural gemstone jewellery —an emerging category witnessing growing consumer interest in India.Anchored in a curated selection of 100% natural gemstones, this strategic move signals Tanishq’s intent to shape a space defined by authenticity, and design-led aesthetics, alongside the introduction of its latest collection, Hues, within this category.
Conceptualised by Lowe Lintas, the TVC celebrates natural gemstones as a powerful form of self-expression, capturing how jewellery becomes an extension of a woman’s mood, individuality, and evolving personal style. Rooted in the idea of colour as a deeply personal and expressive choice, the ‘Hues’ collection draws inspiration from the vibrancy and richness of an Indian summer—where every shade reflects a mood, a moment, and a state of mind. The film reimagines a world in muted stillness, awaiting a shift in expression. As the narrative unfolds, the introduction of color becomes a powerful metaphor for individuality and choice. Through a striking visual transition and a thoughtfully crafted narrative, the film captures how jewellery moves beyond adornment and brightens the world around the protagonist.
Set in a charming, Cobblestone Square, the film opens to a world suspended in muted, neutral tones—where everyday life appears paused, as if waiting for something to unfold. From café waiters and shopkeepers to a quiet fountain, every element is held in anticipation, their gaze drawn towards a balcony above. Inside, Triptii Dimri is seen contemplating her choice of jewellery, surrounded by an array of vibrant natural gemstone pieces. As she finally makes her selection, the world below comes alive in a striking burst of color, transforming into hues that mirror her choice of jewellery. From storefronts to the crowd, everyone and everything gets transformed into the bright shades, with colour becoming an intuitive extension of how she feels and presents herself. Through this lens, the film captures a shift in how the modern woman engages with jewellery. It reflects a mindset where styling is fluid, personal, and led by emotion rather than convention.
Crafted in 18kt gold, Tanishq’s ‘Hues’ collection launching this Akshaya Tritiya marks a distinctive shift in how precious natural gemstone jewellery is imagined and worn, placing colour at the heart of design. Drawing inspiration from the richness of an Indian summer, the collection brings together a curated selection of natural gemstones such as emeralds, amethysts, citrines, tourmalines, and tanzanites, each chosen for its exceptional colour and character. With sculptural silhouettes and fluid compositions, the designs are elevated through techniques such as cabochon cuts, bunching, and layering, creating depth, luminosity, and a sense of movement in every piece.
Speaking on the campaign, Ms. Pelki Tshering, Chief Marketing Officer, Titan Company Limited, said,
“‘Hues’ marks a bold new chapter for us as we introduce our latest launch in natural gemstone jewellery in India. With this collection, we are not only building the category but also responding to the evolution of the Tanishq woman—who is increasingly expressive, confident in her choices, and drawn to jewellery that reflects her individuality. The campaign film brings this to life through the lens of colour, using it as a powerful metaphor for self-expression and personal style. Triptii Dimri, as the face of the campaign, embodies this shift effortlessly, bringing a sense of modernity, playfulness, and authenticity that resonates deeply with this mindset. Together, the collection and the campaign signal a more contemporary, design-forward direction for Tanishq, where jewellery becomes an extension of who you are.”
Speaking about the launch, Triptii Dimri said,
“What I love about this collection of Tanishq, as well as the campaign, is how naturally it brings out the idea of self-expression through different colours. The film captures that simple, instinctive feeling of choosing something based on your mood and how that choice can transform everything around you. With Hues by Tanishq, it feels less about the occasion and more about expressing who you are in the moment, in a way that’s effortless and personal.”
Starting from ₹30,000 Tanishq’s Hues collection offers a versatile range designed for both occasion and everyday wear. To mark the occasion Akshaya Tritiya, Tanishq presents exclusive festive offers, including up to 20% off on making charges and a flat ₹201 off per gram on gold jewellery purchases. Customers can also benefit from the Festival of Exchange, making it an ideal time to upgrade old gold into jewellery that is both meaningful and wearable. Adding to this, the brand is also offering Best Gold Rate protection where customers can book in advance and stay protected against fluctuating gold rates.
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