Tanishq- The Jewelry of Happiness

Highlighting the 'Beauty in Unity'

-Sreya Biswas

"Dua ke saath, khubsoorat har din " Tanishq, one of India's most popular jewelry brands, has launched many ads that tugged at viewers' heartstrings over the years. Let us take a look at a few of them.

Starting off with "Ekatvam," an initiative launched in 2021 to foster cohesion and appreciate variety in India, was one of the year's most stirring initiatives Tanishq's "Ekatvam" campaign was not only beautiful to look at but also sent a strong message of acceptance and togetherness The commercial showcased a stunning wedding ceremony that successfully united individuals of many faiths and cultures by emphasizing the idea that "beautiful things happen when people come together " While many applauded Tanishq for its progressive stance, others accused the company of encouraging "love jihad" and distorting Hindu values Despite the backlash, many people connected with the ad because they saw it as a message of love and acceptance in a world where religion and culture can so easily drive people apart

Then we had Tanishq's "Utsava" ad campaign, a colorful and visually stunning tribute to India's rich cultural heritage A visual feast, the commercial showcased the diversity of Indian culture through its celebration of many festivals The campaign included stunning examples of traditional Indian clothing, jewelry, and rituals from many parts of the country. It emphasized the significance of community and togetherness in the midst of the festival season's merriment. People were shown dancing, singing, and generally having a good time in the commercial. It beautifully displayed the variety and richness of India's historical and cultural traditions

The campaign depicted the Indian festival season in a way that was both beautiful and lighthearted. Audiences were reminded that merriment and fellowship are universal human experiences, regardless of origin or ideology. It lauded the richness of India's various cultural traditions and stressed the value of communal celebration Lastly, Tanishq's "Shubh Laabh" campaign was an inspiring ode to Indian culture and the festival of Diwali The ad showed a family celebrating the festival of lights and stressed the significance of family and culture

The advertisement showed family members decorating their homes for Diwali and sharing gifts The advertisement stressed the power of small acts \ to bring people together and promote holiday cheer

The advertisement promoted the idea that true riches come from our connections and traditions, not material goods

All told Tanishq's 2021 campaigns were stirring manifestos on the value of tradition, diversity, and tolerance in Indian culture. They reminded audiences that we all need connection and acceptance, regardless of background or beliefs