Mumbai: Tanishq, India’s largest jewellery retail brand from the House of Tata, has unveiled its new festive campaign, “Mriganka”, an evocative celebration of imagination and heritage. The film introduces Tanishq’s new festive collection through a mystical narrative that blends mythical realms, dreamlike worlds, and timeless music, with Manushi Chhillar as the face of the campaign.
Conceptualized by Lowe Lintas, the campaign film transports audiences into a fantastical universe of floating palaces, radiant flora, celestial beings, and ethereal landscapes. At the center of this enchanting world stands the Tanishq woman — bold, radiant, and deeply rooted in culture — who embodies the mysticism and elegance of Mriganka, making her own powerful statement this festive season.
Set to the golden-era classic Khoya Khoya Chand, the film features former Miss World and acclaimed actress Manushi Chhillar, who personifies the spirit of Mriganka. As she adorns the collection, each design becomes a gateway to a magical journey, weaving together imagination, tradition, and contemporary celebration.
Speaking on the launch of the film, Pelki Tshering, Chief Marketing Officer, Tanishq, said, “Mriganka is born from the belief that a woman’s festive jewellery should hold every layer of who she is — her pride in heritage, her love of beauty, and her hopeful, forward-looking spirit. Each piece is imagined as more than an ornament; it is a world she can step into. A bold motif, a fluid line, a hint of whimsy — every detail carries a spark of magic that honours her individuality. Our film opens the doors to this enchanted realm. Floating palaces, fantastical blooms, mythical beings — together they reflect the richness and wonder of the women who wear Mriganka. To the timeless strains of Khoya Khoya Chand, Manushi Chhillar becomes that woman — not merely adorned, but alive in the world we dreamed. Mriganka – a magical realm is our ode to her — to celebration, to imagination, and to the women who keep tradition ever new.”
Adding perspective on the campaign, Litna Das, Executive Director, Head of Creative, Art, Lowe Lintas, South, said, “Mriganka, a magical realm was truly an exciting piece to create. We wanted to immerse audiences in a magical, mystical world where light, celebration and togetherness took center stage. The Mriganka film brings alive not just the brilliance of Tanishq jewellery, but also celebrates the inspiration behind the collection to the fullest that feels festive and mystical.”
