Tanishq unveils brand campaign featuring Ananya Panday

Tanishq, India’s largest jewellery retail brand from the house of Tata, has introduced Ananya Panday as the face of the brand in its latest Festival of Diamonds campaign. The campaign centres on the idea of natural diamonds as enduring objects of desire that evoke happiness, imagination and uninhibited joy. Through a wide range of designs and a new Festival of Diamonds offer, the narrative explores how diamond jewellery allows women to express freedom and rediscover the ‘girl within’.

Anchored by the line ‘Give wings to the girl within’, the campaign is presented through a television commercial that places the viewer inside the inner world of a woman surrounded by natural diamond jewellery. Each piece is positioned as a reflection of identity, choice and self-expression. The storytelling focuses on the emotional connection between women and jewellery, highlighting the sense of wonder and delight that diamonds can inspire across life stages.

Set in an intimate green-room environment, the film opens with a young girl dancing freely, behaving playfully and enjoying herself as she tries on a variety of contemporary natural diamond jewellery designs from Tanishq’s latest collection. As the narrative progresses, the girl is revealed to be Ananya Panday, moving seamlessly from childhood into the present. The transition underscores continuity in emotion, as Panday explores her favourite pieces with the same curiosity, spontaneity and joy.

The visual metaphor reflects the emotional rhythm of modern womanhood, where ambition and responsibility coexist with playfulness and imagination. Jewellery is portrayed not as a rare indulgence reserved for special occasions, but as an effortless part of everyday life. In this context, diamond jewellery becomes an extension of personality and individuality, reinforcing emotional freedom rather than status. The film is supported by a rhythmic soundtrack composed by Rahul Pais and sung by Suman Shridhar, designed to mirror the joy and spontaneity associated with diamonds.

As the brand’s new face, Panday represents Tanishq’s evolving muse. Her association reflects a generation that views jewellery as part of personal style rather than purely symbolic or occasion-led. The campaign aligns with Tanishq’s broader positioning that natural diamond jewellery should connect with real lives and authentic emotions, accompanying women as they express confidence and rediscover individuality.

Speaking at the launch, Pelki Tshering, chief marketing officer, Titan Company, 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.”

Commenting on the association, Panday said, “Tanishq has always stood for women across generations, celebrating trust, emotion, and timeless beauty, which is what makes this association incredibly special for me. What drew me to the campaign is how beautifully it honours the little girl within all of us. Being part of a narrative that encourages women to embrace their individuality and wear their confidence every day makes this experience deeply meaningful.”

Speaking on the film, Arpan Bhattacharrya, executive director and head of creative copy at Lintas, said the campaign captures the childlike joy diamonds evoke and translates it into a playful narrative around the Festival of Diamonds.