Mumbai: Tanishq has announced its entry into the natural gemstone jewellery segment with the launch of a new campaign film featuring Triptii Dimri. The move marks a strategic expansion into a fast-growing category, alongside the introduction of its latest collection, ‘Hues’.
Conceptualised by Lowe Lintas, the TVC positions natural gemstones as a powerful medium of self-expression, reflecting how jewellery is increasingly becoming an extension of a woman’s individuality, mood and evolving personal style.
The campaign film is set in a cobblestone square, opening in a muted, monochrome world that transitions into vibrant colour as the protagonist, played by Triptii Dimri, selects her jewellery. The narrative uses colour as a metaphor for personal expression, highlighting a shift toward more fluid, emotion-led styling choices among modern consumers.
Crafted in 18kt gold, the ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer and features a curated selection of 100% natural gemstones, including emeralds, amethysts, citrines, tourmalines and tanzanites. The designs incorporate sculptural forms and techniques such as cabochon cuts, bunching and layering to create depth and visual movement.
Speaking on the campaign, 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, the ‘Hues’ collection is designed for both occasion and everyday wear. To coincide with Akshaya Tritiya, Tanishq is offering festive benefits, including up to 20% off on making charges, a flat ₹201 off per gram on gold jewellery purchases, exchange offers on old gold, and gold rate protection for advance bookings.
