NE BUSINESS BUREAU
CHENNAI, JAN 9
Tanishq, India’s largest jewellery retail brand from the house of Tata, has announced Ananya Panday as the new face of the brand, marking a defining moment in its journey of continuous reinvention. The association underscores Tanishq’s sharpened focus on modernity, relevance and self-expression, while strengthening its connect with today’s confident, style-forward woman across occasions and life stages.
- Modern Muse: Ananya Panday embodies confidence, self-expression and everyday elegance
- Diamond Universe: Festival of Diamonds returns with 10,000+ contemporary natural diamond designs
- Joy Beyond Milestones: Campaign celebrates inner freedom with the line “Give wings to the girl within”
- Accessible Luxury: Designs from ₹10,000 with flat 20% off on diamond value
Coinciding with the announcement, Tanishq has brought back its much-awaited Festival of Diamonds, the brand’s biggest annual celebration of natural diamond jewellery. Over the years, the festival has evolved into a landmark event, offering customers a deep dive into Tanishq’s expansive diamond universe—from refined everyday essentials to bold statement pieces.
This year’s Festival of Diamonds reaffirms Tanishq’s leadership in modern, versatile and design-led everyday diamond jewellery, crafted for women who wear confidence as naturally as they wear diamonds.
10,000+ Designs, One Diamond Destination
As part of the festival, Tanishq presents over 10,000 diamond designs, among the most comprehensive assortments of everyday diamond jewellery in the country. The collection spans earrings, earcuffs, sui-dhagas, drops, hoops, studs, rings, neckwear, bangles, bracelets and more—ensuring there is something for every mood, moment and personal style.
With prices starting at ₹10,000 onwards and a flat 20% off on diamond value, the festival reinforces Tanishq’s commitment to making natural diamonds more accessible, without compromising on craftsmanship, design integrity or trust. The offering appeals equally to first-time diamond buyers, seasoned collectors and women seeking effortless sparkle for everyday wear.
Campaign That Celebrates the Girl Within
Adding emotional depth to the festival, Tanishq has launched a new Festival of Diamonds campaign featuring Ananya Panday. Built around the idea of childlike joy and inner freedom, the campaign is anchored by the evocative line “Give wings to the girl within.”
The film captures moments of uninhibited joy as Ananya explores contemporary natural diamond designs, culminating in a gentle reveal that the carefree little girl on screen is Ananya herself. The narrative celebrates the inner child within every woman, portraying natural diamonds not merely as markers of milestones, but as expressions of everyday joy, individuality and self-expression—seamlessly woven into modern life.
Voices Behind the Vision
Speaking on the association, Pelki Tshering, Chief Marketing Officer, Titan Company Limited, 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.”
Sharing her excitement, 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.”
Inviting India to Celebrate Everyday Diamonds
With its return, the Festival of Diamonds once again invites customers to discover jewellery that resonates with their personal style and everyday moments. Customers can visit their nearest Tanishq store or explore the collection online to experience a celebration where natural diamonds meet emotion, authenticity and modern design.
