Mumbai: This Women’s Day, Tanishq, a jewellery retail brand from the house of Tata, is challenging conventional notions of empowerment with the launch of its thought-provoking film, Her Choice. Conceptualized by Autumn Grey, the campaign presents a fresh and refreshing perspective on women’s empowerment, focusing on the fundamental right to make one’s own choices.
In a departure from traditional narratives, the film asks a simple but profound question: Is empowerment about meeting societal expectations, or is it about having the freedom to make personal choices without judgment? With Her Choice, Tanishq continues its commitment to fostering meaningful conversations, aligning with the evolving aspirations of modern women. The campaign redefines empowerment—shifting from a predefined standard to a deeply personal and individual journey.
Speaking about the campaign, Pelki Tshering, CMO, Tanishq, said: “Tanishq has always celebrated every woman’s unique journey, her choices, and the strength that comes from being unapologetically her. Our latest campaign “Her Choice” 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, without judgment. Empowerment after all is in the freedom to choose, not the choice itself. Isn’t it?
The film follows a woman who exemplifies strength and purpose, starting her day with intent and confidence. However, in a poignant twist, it is her husband who steps out for work, while she chooses to remain at home, embracing the role of a homemaker. Her decision is neither forced nor a compromise—it is simply her choice, made entirely on her own terms. Through this powerful narrative, Tanishq challenges the outdated notion that empowerment must fit a specific mold. The story beautifully underscores that empowerment is not about career versus home or ambition versus tradition—it is about the freedom to define one’s own path.
Anusha Shetty, CEO, Grey India, added, “True empowerment lies in the freedom to define it for yourself. This film celebrates the strength in every choice a woman makes, reminding us that no path is less valid than another. It’s a story that challenges perceptions and honors individuality—something we’ve always believed in as storytellers.”
Kopal Naithani, Director at Autumn Grey, shared her thoughts on the film’s inspiration: “I believe that empowerment isn’t simply about the path you take—it’s about the freedom to choose it. Whether a woman builds a career or dedicates herself to her home, true strength lies in having that choice without judgment. Respecting that freedom is the essence of real empowerment, and this belief was the driving force behind our film.”
