CE DESK 
Tanishq’s new natural diamond campaign featuring Shabana Azmi and Javed Akhtar celebrates timeless love with the Soulmate Diamond Pair, symbolising bonds that last beyond time.
Tanishq, the Tata Group’s premier jewellery brand, has launched a heartfelt campaign celebrating timeless love through natural diamonds, featuring the iconic real-life couple Shabana Azmi and Javed Akhtar. Conceptualised by Kommune, the TV commercial spotlights the Soulmate Diamond Pair, drawing parallels between their enduring bond and the rarity of billion-year-old natural diamonds.
The film captures an intimate conversation between Shabana Azmi and Javed Akhtar, marking their first on-screen collaboration. They reflect on how others assumed their marriage was arranged due to shared poetic backgrounds, yet highlight matching sensibilities alongside playful differences—like Shabana’s meticulousness versus Javed’s free-spirited nature. It culminates with the Soulmate Diamond Pair reveal, symbolising irreplaceable love that transcends time.
Tanishq emphasises natural diamonds’ authenticity, emotional depth, and permanence amid evolving trends. The campaign includes narratives on trust via Diamond Expertise Centres for informed purchases.
Pelki Tshering, Tanishq’s Chief Marketing Officer, noted that Shabana and Javed embody a unique bond enriched by individuality. Roshan Abbas of Kommune called it a dream project, praising their authenticity in purpose-led storytelling.
