Tanishq enters natural gemstones category with campaign starring Triptii Dimri

Tanishq has entered the natural gemstones segment with the launch of its new collection, ‘Hues’, backed by a vibrant campaign starring actress Triptii Dimri. The campaign, conceptualised by Lowe Lintas, positions gemstone jewellery not as a mere accessory, but as an extension of personal expression, mood, and evolving style.

The centrepiece of the launch is the ‘Hues’ range, crafted in 18kt gold and set with genuine gemstones such as emeralds, amethysts, citrines, tourmalines, and tanzanites. The designs draw inspiration from the vivid tones of an Indian summer, using sculptural forms, cabochon cuts, and layered settings to enhance depth, movement, and visual impact. With prices starting around ₹30,000, the collection is positioned for both festive occasions and everyday styling, blurring the line between traditional gifting and personal indulgence.

The campaign film unfolds in a muted, monochrome urban square that gradually bursts into colour as Dimri selects a piece of gemstone jewellery, converting the environment into a kaleidoscope of hues. This visual metaphor underscores the idea that jewellery can be an intuitive, emotional choice, reflecting how modern women approach adornment—not just for rituals, but for self‑expression in the moment.

Pelki Tshering, Chief Marketing Officer, Titan Company Limited, has described the move as both a category‑building and consumer‑centric initiative, responding to demand for authentic, distinctive pieces that feel personal and meaningful. Triptii Dimri, as the face of the campaign, embodies this modern mindset, bringing a mix of playfulness, authenticity, and contemporary fashion sense that resonates with younger, style‑conscious shoppers.

By entering the natural gemstones space, Tanishq is also signalling a more design‑forward, experiential direction, where storytelling and mood play as big a role as craftsmanship and purity. The campaign, timed around Akshaya Tritiya 2026, combines emotive narrative with practical offers such as making‑charge discounts and gold‑rate benefits, designed to drive both trial and long‑term engagement in the gemstone jewellery segment.