Tanishq is a jewellery brand from the TATA Group. The aim is to strive to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires. To stress their commitment to offer the purest jewellery, all Tanishq stores are equipped with the Karatmeter, which enables customers to check the purity of their gold in the most efficient manner. The Tanishq retail chain currently spreads across 450+ exclusive boutiques in more than 250+ cities.
Medianews4u.com caught up with Tanishq CMO Pelki Tshering
Q. From a marketing perspective, what are going to be the priorities and goals for Tanishq this year?
For over three decades, Tanishq’s journey has been shaped by the unwavering love and trust of our customers. This beautiful bond is the pride of Tanishq—the heart of everything we do. In the year ahead, we remain committed to understanding her even better—for she is our muse, our inspiration, our soul. We will continue to celebrate her, share her stories, and fulfil her desires with jewellery for every occasion.
2025 will be a milestone year for us. The trust our customers placed in us years ago with the launch of the Caratmeter continues to inspire us. This year, we build on that legacy by empowering her to verify the purity of her diamonds and assess the light performance of her rare, precious natural diamond—ensuring she gets exactly what she pays for.
2025 will also be a celebration of Kundan, Polki, and exquisitely crafted high-value gold jewellery, designed for special occasions and diverse communities across India. And as always, with the modern Indian woman at the heart of everything we do, we will continue to enable her to fulfill her jewellery desires through the many buying solutions available in our stores.
Q. How will Tanishq’s advertising and marketing strategies in 2025 be fine-tuned compared with that was done in 2024? Could you give me an idea?
As an ally to the modern Indian woman, our commitment to celebrate her perspective, amplify her voice, and nudge her to dream her dreams—remains unwavering. This spirit shines through in all our campaigns, just as it has this year in Rivaah – Equal Marriage, Tanishq Father’s Day, Tanishq Diamond – Celebrates your sparkle, reflecting the moments that matter most to her. What will evolve, however, is how we engage with her.
As her needs and media consumption habits shift, our strategy embraces a data-driven approach, seamlessly integrating digital engagement with a strong presence in traditional media. By leveraging advanced analytics and AI, we aim to create hyper-personalised experiences that connect with her ever-evolving self.
Beyond living up to her discerning choices across all jewellery-buying occasions, we strive to be her true ally—simplifying her buying journey, especially in diamond jewellery, by helping her see and understand exactly what she is investing in.
Q. Tanishq grew its ad spend in 2024 compared to 2023 by 20 per cent. Will a similar ad spend growth happen this year for the company? What about the category? Will most of the ad spend happen during the festive season in 2025?
In 2025, Tanishq will continue to build on the momentum achieved in 2024. This sustained investment is not just about maintaining visibility but strategically capitalizing on key moments in the calendar that drive the highest consumer engagement. The category is expected to continue performing well, with significant ad spending concentrated during key festive periods like Diwali and Akshaya Tritiya.
Additionally, the wedding season remains a major revenue driver, serving as a core pillar of growth for us. We remain committed to enhancing our digital ecosystem to ensure seamless accessibility and engagement across diverse demographics and age groups, expanding the reach of our offerings to a broader audience.
Q. Which are the key markets and the TG that Tanishq will focus on for growth?
Tanishq will continue to strengthen its presence in key metropolitan markets while expanding our reach into tier-2 and tier-3 cities, where the demand for jewellery is rapidly growing. Our core target remains the modern Indian woman aged 30 and above, alongside brides-to-be seeking jewellery that blends both superior quality and contemporary style.
However, we are also increasingly focussed on engaging with younger millennials and Gen Z, who are shaping the future of the luxury market by wanting to invest in natural diamonds. For this demographic, we will be curating collections that not only cater to their fashion-forward sensibilities but also align with their values of sustainability, innovation, and personalization.
Q. Tanishq’s campaign features the 90’s song “Aaj Mein Upar, Aasmaan Neeche” and Manisha Koirala. What is the goal of nostalgia marketing?
Tanishq has always been about storytelling—capturing emotions, memories, and moments that truly matter. Jewellery isn’t just something you wear, it’s something you feel, something that takes you back to the moments that shaped you. Nostalgia marketing isn’t just about revisiting the past—it’s about reconnecting with emotions that define us today.
That’s exactly what we did with our recent natural diamonds campaign, bringing back the iconic ’90s song Aaj Mein Upar, Aasmaan Neeche and featuring the ever-graceful Manisha Koirala. It wasn’t just a creative choice; it was about striking a chord with a generation that holds those memories close.
It was also about bringing the spotlight on the Tanishq woman who stands tall and beautiful. The goal was to evoke that familiar warmth, that comforting sense of nostalgia, while seamlessly tying it to Tanishq’s legacy of craftsmanship and elegance.
Q.How was the experience working with Mira Nair? Will the company work with more filmmakers this year?
Collaborating with Mira Nair on the “Nav-Raani” campaign was a delightful experience for Tanishq, as it allowed us to authentically capture the strength, grace, and modern women of toda. Mira’s personal and nuanced storytelling perfectly aligned with our vision to celebrate the multifaceted roles women play in society.
Q. What is the strategy going to be to reflect cultural nuances of a region into campaigns?
Tanishq’s marketing strategy is deeply rooted in India’s diverse cultural landscape, ensuring that every campaign resonates with regional traditions and festivities. We take a hyper-local approach by aligning our storytelling with key regional festivals, such as the Adi campaign in Tamil Nadu, Varamahalakshmi in the South, and Aalo in Bengal, celebrating the distinct cultural identities of each region.
This allows us to create emotionally engaging campaigns that connect authentically with consumers. By blending national narratives with local insights, we strengthen brand affinity and drive deeper engagement across diverse markets. Going forward, we will continue investing in region-specific creative collaborations and content that reflects the evolving aspirations of local audiences.
Q. How is AI helping Tanishq tweak campaigns and collections according to the region?
AI is integral to Tanishq’s marketing and merchandising strategies, allowing us to personalise campaigns and tailor product offerings to regional preferences. By utilising platforms like Google and Meta, we leverage AI-driven insights to execute hyper-targetted digital campaigns that enhance customer engagement with highly personalised content.
Our experimentation with GenAI tools has allowed us to develop vernacular templates, effectively resonating with regional audiences and delivering strong results. AI further optimises our omni-channel ecosystem, ensuring seamless integration across both online and offline touchpoints.
Q. What is the strategy going to be to use digital to engage in topical conversations and to also drive personalisation?
Digital is a key pillar of Tanishq’s consumer engagement strategy, and we will continue to leverage its potential to create deeper, more personalised connections. Influencer collaborations, such as our recent partnership with renowned makeup artist Namrata Soni for Rivaah and exclusive styling sessions with influencers on Instagram, remain central to this approach.
We also tap into topical conversations by aligning our jewelry with major global events like fashion weeks and award seasons, using trending hashtags to amplify our presence.
Our digital strategy revolves around personalisation —utilising advanced data tools to offer tailored product recommendations and create campaigns that resonate with our customers’ preferences. On our eCommerce platform, we ensure a seamless experience for both returning and new users, showcasing products based on their browsing history and interests. These efforts lead into our overall goal of delivering meaningful, engaging experiences that connect with our audience on a deeper level.
Q. CTV is also a vehicle for Tanishq. How do you see this medium evolving in 2025? Is it effective in targeting NCCS A?
Tanishq recognises Connected TV (CTV) as a pivotal medium for engaging affluent consumers, particularly the NCCS A audience. It provides a significant opportunity to connect with high-value customers in a targeted manner.
Our recent multilingual Rivaah campaign showcased how CTV enhances regional outreach, making our messaging more relevant. As part of our omni-channel strategy, we integrate CTV with traditional TV to maximise brand impact, especially in Tier 1 and Tier 2 markets.
Beyond advertising, CTV allows us to participate in topical conversations, strengthening emotional connections with consumers. This strategic focus ensures sustained brand equity and deeper customer engagement.
