CE DESK Tanishq launches Festival of Diamonds campaign starring Ananya Panday, celebrating natural diamonds that awaken the joyful girl within every woman.
Tanishq, India’s leading jewellery brand from the Tata Group, has rolled out its latest campaign featuring Bollywood actor Ananya Panday as the face of natural diamonds. Titled “Give wings to the girl within,” and conceptualised by Lintas, the narrative captures the childlike delight diamonds evoke, blending wonder with modern self-expression.
The film portrays Panday transitioning from a free-spirited girl to a confident woman, surrounded by exquisite diamond designs amid the never-before-seen Festival of Diamonds offer. It positions diamonds as everyday extensions of identity and style, not just occasion wear.
Panday embodies Tanishq’s modern muse—expressive, authentic, and emotionally assured—appealing to Gen Z and millennials. Pelki Tshering, Tanishq spokesperson, noted Panday’s energy reflects how women wear jewellery effortlessly today, evoking joy and discovery.
Pelki Tshering said, “The Festival of Diamonds celebrates the instinctive joy that Tanishq’s natural diamonds evoke. With an exquisite range of designs to choose from, the experience lies not just in finding a piece, but in discovering one you instantly fall in love with. Ananya Panday was a natural choice for us. Her modern, emotionally authentic energy reflects how women live with jewellery today—effortlessly and every day. Together, this campaign celebrates the joy of discovering diamonds and giving wings to the girl within all of us.”
Ananya Panday said, “Tanishq has always stood for women across generations, celebrating trust, emotion, and timeless beauty, which is what makes this association incredibly special for me. Working with the brand has been something I’ve long looked forward to, and this collaboration feels incredibly close to my heart. What drew me to the campaign is how beautifully it honours the little girl within all of us—the one who loved sparkles, dreamed freely, and expressed herself without hesitation. Being part of a narrative that encourages women to embrace their individuality and wear their confidence every day makes this experience deeply meaningful.”
Arpan Bhattacharrya – executive director, head of creative copy – Lintas, said, “This campaign is about the feeling that diamonds evoke in almost every woman. That pure, uninhibited, almost childlike joy that awakens within, especially with an offer like this, when she’s offered almost an endless choice of exquisite diamonds at never-before discounts. Crafted into a film that playfully establishes the magic of the Tanishq Festival of Diamonds.”
The campaign reinforces Tanishq’s emotional connection, empowering women to embrace individuality through natural diamonds. The world’s largest ad group, ready to drive brands through AI-powered precision.
