Tanishq unveils Diwali campaign to celebrate “nav-raani”

The ad film, conceptualised by Lowe Lintas and directed by Mira Nair, honours women who wear many crowns

by e4m Staff
Published: Oct 10, 2024 12:38 PM | 2 min read

Tanishq Diwali

This Diwali, Tanishq, launches a film directed by filmmaker Mira Nair marking her first-ever Indian TV commercial.

Conceptualised by Lowe Lintas, Tanishq's festive campaign, titled Nav-Raani, pays homage to the Modern-day Queens—the women who rule their worlds with grace, strength, and unyielding confidence.

Pelki Tshering, Chief Marketing Officer, Tanishq, 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, Vasudha Misra, President (Creative), Lowe Lintas, 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.”