Summary
- Campaign: Give Wings to the Girl Within
- Focus: Appeal aimed at Gen Z and millennial consumers
- Core Message: Jewellery acts as a catalyst for personal growth and a symbol of the inner ambition every woman carries.
- Key Insight: Tanishq recognised that modern women view jewellery as a celebratory marker of their own achievements and inner spirit. By partnering with Ananya Panday, the brand connects with a younger demographic that values authenticity and personal milestones.
- The upbeat, rhythmic soundtrack was composed by Rahul Pais and performed by Suman Shridhar.
Ad plot
On January 2026, Tanishq officially announced actress Ananya Panday as the new face of the brand, launching the major annual “Festival of Diamonds” campaign.
This partnership marks a strategic shift for Tanishq, moving from the more traditional, mature imagery of previous ambassadors like Deepika Padukone toward a “softer, modern” appeal aimed at Gen Z and millennial consumers.
The core of the 2026 campaign is a new television commercial (TVC) titled “Give Wings to the Girl Within.”
- The film features a carefree little girl playfully trying on diamond jewelry and dancing. The child then transforms into Ananya Panday in the present day, suggesting that the “childlike joy” of sparkles and self-expression remains within every modern woman.
- It positions diamonds as an everyday luxury and an extension of personal identity rather than just occasional indulgences for major milestones.
Reception & Recall
To coincide with the announcement, Tanishq launched its largest annual diamond celebration with significant consumer incentives:
- Features over 10,000 diamond designs across categories like rings, neckwear, bangles, and everyday wear like hoops and studs.
- Tanishq is targeting a younger, style-forward audience. Industry experts see this as a move to bridge heritage with a “modern muse” who embodies a more effortless and expressive femininity. The campaign is being rolled out globally across digital, print, and in-store platforms across Tanishq’s 500+ boutiques
