Tanishq has launched a festive collection ‘Alekhya’, billed as a seamless blend of intricacy, heritage and traditional designs with modern sensibilities by giving new life to craftsmanship.
The collection is inspired by Pichwai paintings that depict tales from Lord Krishna’s life and miniature paintings, a notable tradition of Mughal, Rajasthani and Pahari courts.
Alekhya means ‘unscripted’. According to a press release, every piece in this collection, stands as an ode to the woman of today; celebrating her as the author of her own story, as the karigar of her life.
Speaking with Medianews4u.com, Ranjani Krishnaswamy, General Manager – Marketing, Tanishq, Titan Company, said, “Diwali is a very big festival for us. While all through the year we do have collections which are very niche, (catering to) specific age groups, lifestyle audiences, during Diwali we try and make it more broad-based. Alekhya is a collection which has got 86 pieces, starting from Rs.65,000 going all the way to Rs.12 lakhs. It has been designed for a typical Tanishq person, who values designs, craft, and is looking for something very signature, which has a certain sense of tradition in a very modern form.”
The range consists of jewellery for smaller occasions as well as those that are suited for festive occasions like weddings. It includes 15 earrings and chains that can be worn to the office with western wear.
“This is one collection going to the smallest of towns, believing there is a connoisseur, lover of art, in every town,” she added.
Tanishq Alekhya ‘Pehli Diwali’
The brand is promoting the collection this festive season with the theme ‘Pehli Diwali’. Alekhya would be promoted in print, on TV, digital and radio.
Krishnaswamy explained that ‘collections’ have become a core part of how the brand has been built. Tanishq remains the design language of these collections, she underlined.
“Every year we launch at least four to five collections. The kind of women we speak to want something new, a deep design story behind the jewellery. The whole idea of Pichwai, miniature painting, just makes her feel that she is wearing something special and that’s what we want to give her every season. It’s very critical that every year we have these collections that celebrate art, craft, and the brand,” she added.
However, she was quick to clarify that there is a lot of sales coming from non-collection items as well.
The brand launched a collection inspired by the ‘Chozha’ dynasty recently.
‘Real Brides’ by #RivaahByTanishq
Tanishq invited women to be featured in a bridal show hosted by #RivaahByTanishq, styled and shot by Bollywood fashion experts. Rivaah is Tanishq’s wedding collection. According to the company website, the show will be streamed on Disney+ Hotstar.
Krishnaswamy remarked, “There were many stories of people coming in and saying my daughter, my niece was part of this campaign; it has these ripples that have come in. We went to about 14 cities and we got maybe thousands of entries. Every city had at least a few thousand entries. It has been a very robust campaign that helped us connect with the brides of today.”
The campaign also allowed the brand to zoom in on regional collections.
“While doing a Manipuri, Kumaon, Assamese bride, you connect with the culture of the place and have real consumers as your endorsers. That’s far more powerful than anything the brand can get. Our consumers are our celebrities. In certain markets, we do have celebrity endorsers but real women are equally powerful,” explained Krishnaswamy.
The brand strikes a balance between celebrities and the real brides it has featured. In fact, it helped that one celebrity associated with its campaign turned bride recently.
“We were fortunate to have celebrities who believe in our brand. It was an honour to have Nayantara wear something (from Tanishq) as part of her wedding celebrations; even women who have been part of our campaigns in the past who are celebrities have also been consumers.”
Rivaah, the wedding collection, is something that Tanishq is looking to grow. It contributes 20 to 25 pc of total sales today, against the organised industry share of about 50 percent, according to multiple reports.