Tanishq's "Nav-Raani" Campaign Celebrates Modern Indian Women as Queens
Tanishq's "Nav-Raani" campaign celebrates the modern Indian woman, balancing tradition and style. Directed by Mira Nair, it showcases women’s strength and grace, especially during Diwali.
Aryan
The festive season in India, followed closely by the wedding season, triggers a surge in consumption in the country's jewellery market. As a result, brands in this sector often go all out with their marketing efforts to stay top of mind for consumers and drive sales.
Tanishq, a prominent jewellery brand from the house of Titan, has been particularly active this year, especially during the festive season. The brand recently launched its new festive campaign, 'Nav-Raani', which positions the modern Indian woman as a present-day queen. An all-female team, including Mira Kapoor in her ad debut, created the campaign from start to finish.
With the Indian gems and jewellery market continuing to expand — expected to reach $127 billion by 2027 — brands are putting greater emphasis on tailoring their efforts to their target audience to ensure their campaigns resonate. For Tanishq, the spotlight is on the modern Indian woman who is both tradition-conscious and style-forward.
Developed in collaboration with their long-standing advertising partner, Lowe Lintas, the Nav-Raani campaign showcases women's multifaceted roles, portraying their ability to balance responsibilities at home and in the boardroom. The collection itself draws inspiration from the splendour of royal courts, palaces, and heritage.
Directed by Indian-American filmmaker Mira Nair, the film opens on a Diwali evening and centres around four 'Nav-Raanis' who embody the grace and strength of modern women. The concept is that while these women may not live like queens every day, Diwali offers them an opportunity to embrace a regal look through jewellery.
Speaking about the campaign's creation, Pelki Tshering, Chief Marketing Officer at Tanishq, highlighted two key factors that influenced their approach:
- The brand’s deep design story and current consumer preferences in jewellery.
- Tanishq's historic commitment to celebrating the modern Indian woman.
Tshering added, “We realized that while royalty may be behind us in India, today's women are truly the modern-day queens, balancing multiple roles with grace.
