Mumbai: Weddings are a celebration of love, tradition, and new beginnings, with the bride at the heart of this cherished journey. From her first twirl in exquisite bridal jewellery to the beats of celebration surrounding her, every moment reflects her dreams and emotions. Embracing this spirit, Rivaah by Tanishq, the wedding jewellery sub-brand of Tanishq, has partnered with creative powerhouse Tiger Baby, makers of iconic films like Zindagi Na Milegi Dobara and Gully Boy, to launch a high-energy wedding anthem: “Main Keya Hai Hai”.
The vibrant song reflects the rhythm of love, laughter, and pure joy, perfectly capturing the magic of the bride’s special day. The wedding experience is more than just ceremonies; it is an extravagant celebration where dance and music reign supreme. Indian weddings are an endless affair of friends and family coming together to create eternal and precious moments, and Rivaah by Tanishq has worked with renowned Bollywood creators Zoya Akhtar and Reema Kagti to bring these moments to life through this anthem.
The evocative soundtrack by Ankur Tewari encapsulates the essence of the modern Indian bride—not just a participant but the sutradhar (narrator) of her own story, curating her dream wedding. The music video is an exciting creative collaboration between Tanishq and Tiger Baby, reimagining the wedding music video for brides-to-be. It unfolds like a cinematic dreamscape, rich in moody hues and engaging storytelling. Viewers are drawn into the enchanting narrative of a Tanishq bride, radiating excitement as she walks toward her groom, adorned in the latest collection from Rivaah X Tarun Tahiliani 2.0, featuring intricate gold work inspired by Phoolchadar for prosperity and Drape Story for femininity, with delicate floral and scalloped motifs echoing Tarun Tahiliani’s signature drapes.
From India to New York, the song has sparked a global wedding dance movement! What began as a high-energy flash mob soon turned “Main Keya Hai Hai” into a worldwide sensation, with crowds joining in the infectious excitement. Its peppy beats and feel-good vibes have made it a favorite at weddings across the globe. Tanishq further amplified this celebration by partnering with influencers, sparking a viral wave across social media as people embraced the melody in their own unique ways.
Pelki Tshering, Chief Marketing Officer, Tanishq, Titan Company Limited, shared her excitement: “Weddings are a whirlwind of emotions—joy, excitement, anticipation—and at the heart of it all is the bride, living her most special day. Music has always been an integral part of Indian weddings, bringing families together in celebration. With ‘Main Keya Hai Hai,’ we wanted to create something truly special for this moment that becomes an unforgettable part of your big day. We are stoked to share Tanishq’s first-ever music film, created in collaboration with Tiger Baby Records and showcasing the artistic elegance of Tanishq’s Rivaah X Tarun Tahiliani collection. We hope brides and their families enjoy this song as much as we enjoyed weaving it together—creating a melody that celebrates love, joy, and the magic of weddings.”
Tarun Tahiliani, celebrated fashion designer, added, “We are proud of our ongoing collaboration with Tanishq, and the new Rivaah collection of jewellery we designed for them has been beautifully showcased in the video. In our design process, we focused on the discerning modern bride who values her traditions while embracing her own unique approach. The collection blends timeless sophistication with a distinctly India Modern aesthetic, celebrating a woman who may be a paradox but is always authentically herself. This essence is perfectly captured in the film, with its thoughtful art direction, styling, and music, all reflecting the spirit of Tanishq’s Rivaah X TT 2.0.”
Speaking on the partnership, the team at Tiger Baby said, “Through Main Keya Hai Hai, we wanted to capture the essence of a modern Indian wedding—where tradition meets individuality. We are excited about this collaboration with Tanishq, where, through the song and visuals, we showcase that the celebration is not just of the union of two individuals but of the merging of their communities, love, and lives.”
