Mumbai: Tanishq, a jewellery retail brand from the house of Tata, has announced Bollywood actress Ananya Panday as the face of the brand, marking a defining step in its ongoing evolution. Her association reflects Tanishq’s focus on modernity, self-expression, and relevance, while representing the brand’s jewellery portfolio and connecting with today’s confident, style-forward women across occasions.
Following this announcement, Tanishq has launched its much-anticipated Festival of Diamonds, the brand’s biggest annual celebration of natural diamond jewellery. Over the years, the festival has become a key moment for customers to explore Tanishq’s expansive diamond universe—from everyday essentials to statement pieces. This year, the festival reinforces Tanishq’s leadership in versatile, design-led everyday natural diamond jewellery crafted for women who express themselves with confidence and ease.
The Festival of Diamonds presents over 10,000 diamond designs across earrings, earcuffs, sui-dhagas, drops, hoops, studs, rings, neckwear, bangles, bracelets, and more. With designs starting at ₹10,000 and a flat 20% off on diamond value, the campaign underscores Tanishq’s commitment to making natural diamonds more accessible without compromising on craftsmanship, design integrity, or trust. The collection caters to first-time buyers, seasoned collectors, and women looking to add effortless sparkle to everyday style.
Adding to the celebration, Tanishq has unveiled a new Festival of Diamonds campaign featuring Ananya Panday, built around the childlike joy and inner freedom that diamonds awaken in every woman. Anchored by the line “Give wings to the girl within,” the film captures moments of uninhibited joy as Ananya explores contemporary diamond designs, revealing that the carefree little girl on screen is Ananya herself. The campaign highlights how diamonds transcend milestones to become expressions of everyday joy, self-expression, and individuality.
Pelki Tshering, Chief Marketing Officer, Titan Company Limited, said, “The Festival of Diamonds celebrates the instinctive joy that Tanishq’s natural diamonds evoke. With an exquisite range of designs to choose from, the experience lies not just in finding a piece, but in discovering one you instantly fall in love with. Ananya Panday was a natural choice for us. Her modern, emotionally authentic energy reflects how women live with jewellery today—effortlessly and every day. Together, this campaign celebrates the joy of discovering diamonds and giving wings to the girl within all of us.”
Ananya Panday shared, “Tanishq has always stood for women across generations, celebrating trust, emotion, and timeless beauty, which is what makes this association incredibly special for me. Working with the brand has been something I’ve long looked forward to, and this collaboration feels incredibly close to my heart. What drew me to the campaign is how beautifully it honours the little girl within all of us—the one who loved sparkles, dreamed freely, and expressed herself without hesitation. Being part of a narrative that encourages women to embrace their individuality and wear their confidence every day makes this experience deeply meaningful.”
The campaign cements Tanishq’s commitment to connecting with modern Indian women through authentic storytelling, emotionally resonant messaging, and versatile diamond jewellery designed for everyday expression.
