Tanishq’s ‘Nav-Raani’ Diwali campaign pays a tribute to the modern-day queens

Tanishq, the retail jewellery brand from the house of Tata, launched a film for the festive season directed by filmmaker Mira Nair, which also marks her first-ever Indian TV commercial. Conceptualised by Lowe Lintas, the campaign, titled Nav-Raani (New queens), pays homage to the modern-day queens—the women who rule their worlds with grace, strength, and unyielding confidence.

The film opens on a magical Diwali night, spotlighting four Nav-Raanis in different settings, each highlighting the beauty, power, and sophistication of the modern woman. While she may not have the luxury to embody a queen every day, her regal persona radiates during festive moments like Diwali, when she adorns herself with exquisite jewellery from the Nav-Raani collection. Whether lighting diyas (lamps) or hosting family gatherings, the film showcases how the collection is designed to enhance her inner majesty, making her feel elegant.

Pelki Tshering, chief marketing officer—Tanishq, said, “In true Tanishq tradition, our campaign celebrates the brilliance of women who wear their grace, warmth, and elegance like a crown, effortlessly winning hearts and shining in every aspect of their lives. Through her deeply personal and nuanced storytelling, Mira captured the essence of Tanishq and modern royalty in a truly compelling manner.”

Speaking about the campaign, Vasudha Misra, president (creative), Lowe Lintas, added, “The age of royalty may well have set in India, but if you look closely, you will still find many queens ruling, nurturing and expanding their kingdoms. These are the Nav-Raanis that Tanishq seeks to celebrate through this campaign. Queens who might not be at their resplendent best every day of the year. But come Diwali, she adorns herself with the jewels that befit her inner beauty and strength.”

Campaign’s take: Tanishq's ‘Nav-Raani’ festive campaign is a dazzling salute to modern feminism, weaving together jewellery, grace, and the power of women. Directed by Mira Nair, it celebrates ‘queens’ of today—women who may not wear crowns but rule their worlds with confidence and elegance. The ad smartly highlights the beauty of women embracing both tradition and modernity, from lighting diyas (lamps) to conquering boardrooms.

The campaign cleverly positions Tanishq's jewellery as more than just ornaments—it's armour for the contemporary woman, designed to mirror her strength, inner beauty, and sophistication. With an all-women cast and crew, the campaign emphasises female solidarity, showcasing women lifting each other up in their personal and professional journeys.  

At its core, this ad is a feminist nod, elevating women's everyday roles into moments of majesty, making them feel like queens in their own right. By blending regal symbolism with everyday scenarios, ‘Nav-Raani’ powerfully illustrates that royalty isn’t about titles—it’s about attitude.