Mumbai: Rivaah by Tanishq, the wedding jewelry brand from the house of Tata, has unveiled a poignant new campaign celebrating the modern bride who crafts her own narrative. Created by Lowe Lintas, the campaign showcases the progressive mindset of today’s bride, emphasizing her role in shaping her wedding.
In a significant move, Tanishq is releasing its first-ever 3-minute multilingual film on television, highlighting India’s diverse cultural landscape. Featuring actors from various regions, the film underscores Tanishq’s deep connection with audiences across India.
The campaign’s essence, “For Marriages Crafted by You,” reflects the modern bride’s active role in blending tradition with modernity. It celebrates the bride’s agency in her wedding journey, portraying a marriage of equals where both partners share responsibilities.
The film, notable for its emotional and charming storytelling, questions traditional norms by portraying the groom as an equal partner, ready to navigate their new life together. The narrative integrates diverse traditions and emotions, featuring Tanishq’s brand ambassadors, including Nayanthara for the Southern region, Mimi Chakraborty for Bengal, and veteran actor Shobha Khote.
This new campaign continues Tanishq’s legacy of creating heartfelt and contemporary narratives in wedding jewelry.
Pelki Tshering, CMO, Tanishq, said, “Rivaah by Tanishq sees marriage through the eyes of modern brides from regions across India. Today, with the evolving dynamics of relationships, our brides play an active role in crafting marriages that are uniquely theirs. Our campaign highlights the significance of equal partnerships, where both individuals embrace change together. Through this narrative, we celebrate every bride’s ability to create a marriage that reflects her identity, her path, and the future she and her partner will build together.”
Speaking about the campaign, Kopal Naithani, Founder & Director, Superfly Films, said “The new Rivaah film raises the question of what modern marriages should look like. Traditionally, the burden of change and adjustment in a marriage has often been placed on the bride, reflecting societal expectations of women. However, the Rivaah film reimagines these norms by suggesting that the responsibility of change should not rest solely on the bride. Instead, it presents a more balanced and equitable vision of marriage, emphasizing mutual respect and shared responsibility.”
Arpan Bhattacharyya, Head of Creative, Lowe Lintas, Bangalore said, “A marriage is a new chapter for all involved. Why then should the onus of changing, adapting, and compromising rest with the woman and her side of the family? A marriage of equals should mean that both sides take up the responsibility for change. Equally. That’s the message this campaign is designed to convey.”
Rivaah by Tanishq has unveiled its latest wedding collection, offering exquisite trousseaus that merge traditional charm with contemporary style. The collection features elegant modern polki and diamond designs for metro brides, celebrating those who value their journey and worth.
Rivaah by Tanishq’s new line embodies warmth, elegance, and empowerment, with each piece reflecting a story of love, equality, and timeless grace.
