Summary
- Campaign: A Soulmate Story
Ad plot
In late December 2025, Tanishq launched a poignant campaign titled “A Soulmate Story,” featuring veteran actors and real-life couple Shabana Azmi and Javed Akhtar. The campaign marks their first-ever on-screen appearance together as a couple in a commercial.
Soulmate Diamond Pair
The campaign departs from traditional jewelry ads—which typically focus on weddings or new beginnings—to celebrate enduring love that has lasted over four decades.
- The film is shot in a conversational, “podcast-style” format where the couple shares reflections on their marriage.
- Much of the dialogue was improvised, with the couple discussing how people assumed their marriage was “arranged” because both their fathers were famous poets. They playfully contrast their personalities—Shabana’s meticulousness versus Javed’s free-spirited nature.
- The campaign draws a parallel between a long-lasting relationship and natural diamonds, both of which are rare, shaped over time, and irreplaceable.
- The film culminates in the reveal of the “Soulmate Diamond Pair,” a unique jewelry concept where two stones are crafted from a single billion-year-old natural diamond, symbolizing two souls born from one origin.
Reception & Recall
The campaign was conceptualized by Kommune and produced by Roshan Abbas Productions. Amid the rising popularity of lab-grown diamonds, Tanishq used this campaign to reinforce the timeless value and rarity of naturally formed diamonds.
Alongside the film, Tanishq highlighted its Diamond Expertise Centres, where customers can use advanced tools to verify the origin and authenticity of their natural diamonds.
