Mumbai: Tanishq has unveiled its latest Durga Pujo TVC titled “Srijonis of New Bangaliyana”. Conceptualized by Lowe Lintas and directed by acclaimed filmmaker Shoojit Sircar, the campaign is a tribute to Bengali women — the Srijonis — who embrace culture while courageously redefining it.
The film, featuring actress Mimi Chakraborty as the sutradhaar, unfolds through four evocative stories — a mother-in-law breaking away from cultural taboos, a little girl reimagining Bhai Phonta with equality, a woman inspiring her husband to follow his dreams, and a graceful waltz symbolizing the harmony of tradition and modernity. Set to a fresh rendition of Rabindranath Tagore’s Ekla Cholo Re, voiced by a female singer, the campaign celebrates women who blend heritage with fresh influences and create new cultural narratives.
Speaking on the launch of the film, Arun Narayan, VP Retail & Marketing, Tanishq, said, “The story of Bangaliyana is written each day by its women — the Srijonis who keep it alive, ever evolving, ever beautiful. They are the living spirit of tradition, carrying it tenderly across generations while fearlessly reimagining it for today. Through themes of love, equality, and generational connection — brought alive by Shoojit Sircar’s direction and lifted by the stirring notes of Tagore’s Ekla Cholo Re — their strength, grace, and creativity shine at the heart of the story. The film celebrates every Bengali woman who, in shaping her own journey, allows culture to flourish more beautifully each day. It is this collective power of women — to nurture, to inspire, to transform — that Tanishq celebrates.”
Sharing his vision, Shoojit Sircar, Film Director, noted, “The script explores everyday conversations like ego, choices, traditions, and I wanted to show them with honesty and care. While filming, I focused on the quiet tensions that shape relationships. For me, Srijoni lies in capturing these truths. Bengali women are themselves Srijoni, their strength, resilience, and creativity bring life to every story.”
Adding further, Arpan Bhattacharya, Executive Director, Head of Creative, South, Lowe Lintas, said, “Rooted in culture yet modern enough to change traditions that she doesn’t agree with. Opinionated yet open-minded. Fierce yet loving. Proud of her own history but knowledgeable about the history of others. The quintessential Bengali woman is all this and much more. And that’s why she’s comfortable honouring the past but also shaping the future. It is these women that we wanted to celebrate with this campaign.”
