Tanishq has unveiled Bollywood actress Ananya Panday as its new ambassador. This change has given the brand a youthful character while highlighting the natural diamonds’ classic beauty. The new ad imparts the brand a youthful character while revealing the timeless beauty of natural diamonds.
The campaign goes beyond just showing the beautiful jewellery and involves the women’s self-expression, individuality, and personal choice. At the center of the story is the idea that women are being encouraged to take diamonds as their daily identity rather than just for special occasions. Tanishq is asserting that diamond jewellery is a daily expression of one’s fashion; thus, it is changing traditional lifestyle perceptions and aligning with the modern woman.
Interestingly, the announcement came with Tanishq’s Festival of Diamonds, a much-awaited event showcasing more than 10,000 designs made exclusively from 100% natural diamonds. The festival showcases the variety, multipurpose use, and everlasting beauty of diamonds by offering pieces perfect for every kind of person and moment.
The appointment of Ananya Panday as the new face of Tanishq not only highlights the brand’s intention of going forward with the younger, more fashionable audience, primarily Gen Z, but is still connected to its roots. Apparently, the brand’s shift in consumer preferences and its promise of staying up to date with the times of different generations are explicitly shown in this plan.
This partnership was revealed during a launch event held in Juhu, Mumbai, where Ananya was present. The promotional video is an artist’s portrayal of her transformation from a free-spirited girl to a confident modern lady, and thus it symbolizes the very joy and confidence that diamonds are capable of giving.
