Mumbai: Tanishq, from the house of Titan Company Limited, has unveiled its latest campaign celebrating the spirit of the modern Telugu woman, featuring Olympic medallist P. V. Sindhu.
Titled around the idea of ‘Lekhinis’—women who are authors of their own stories—the campaign highlights a new cultural narrative emerging across Telangana and Andhra Pradesh, where modern aspirations seamlessly coexist with deep-rooted traditions. Through this initiative, Tanishq aims to strengthen its connection with regional audiences by honouring women who shape their own identities with confidence and authenticity.
Narrated by P. V. Sindhu, the campaign film captures everyday moments that define the journey of women who embrace change while staying grounded in their heritage. The storytelling reflects a quiet strength—where choices, rather than rebellion, define individuality and progress.
Conceptualised by Lowe Lintas, the film positions the modern Telugu woman as someone who reimagines traditions with sensitivity, balancing evolving roles with cultural pride.
Speaking on the launch, Pelki Tshering, Chief Marketing Officer, Tanishq, Titan Company Limited, said, “At Tanishq, our commitment to women is rooted in respect for their aspirations and the stories they choose to tell. Through this campaign, we celebrate the Lekhinis- women who are the authors of their own journeys, grounded in heritage yet guided by an independent, evolving spirit. She has always been at the heart of everything we do- our muse, our inspiration. Through our designs and storytelling, we strive to be a lifelong companion in her journey, creating pieces that mirror her identity, celebrate her milestones, and reflect her deep sense of cultural belonging. This campaign is a tribute to her enduring spirit, the woman who while being rooted, redefines and writes her own story every day.”
Speaking on her association with Tanishq, PV Sindhu said, “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey, working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way. Working with Tanishq felt natural because it celebrates women who shine in their own way.”
Speaking on his association with Tanishq, Akshay Sundher, Director, Lowe Lintas, said, “The script concept was powerful with a sense of poetry and bringing it to life was a truly beautiful experience. The moment we filmed the hospital scene where the mother breaks into tears of joy upon seeing her newborn, I knew the film was going to turn out special. P.V. Sindhu was an absolute delight to work with. Her warmth and genuine smile brought a natural life to the script. Every actor gave their best and stood by us wholeheartedly. The music by Madley Blues became the soul of the film. This was Lakhan’s and my first collaboration, yet it felt like we had been working together for years. His philosophical approach to each shot inspired me. Arpan and Sahul were a dream team. Their creative vision extended far beyond the script, and we constantly exchanged ideas on set to find what truly served the film. And of course, the team at Rising Sun Films, especially Madhukar, the force who brought everything together, kept pushing us to make the film better at every step. Without him, this film simply wouldn’t exist.”
