Tanishq, a renowned jewelry retail brand owned by the Tata Group, has released a digital film in honor of the auspicious festival of Ugadi. This is Tanishq’s debut digital film in the Andhra Pradesh and Telangana regions and serves as a tribute to women who are not only individualistic in their thoughts and beliefs but also stand by their decisions and voice them. The film highlights Tanishq’s exquisite ‘Vardhini’ collection created with great attention to detail and inspired by the region’s rich culture. The collection is designed for women who flourish and prosper with remarkable abilities.
Tanishq and Mind Your Language have come together to create a 75-second digital film that tells a powerful story of a woman’s journey toward self-discovery and empowerment. The film emphasizes how modern women are carving their own paths and creating their own unique identities. They no longer adhere to traditional gender roles but are instead breaking free from them to pursue their dreams.
The film emphasizes the importance of new beginnings, which is an essential aspect of the Ugadi festival. It is a celebration of the start of a new year and an opportunity for people to start afresh. Similarly, the film acknowledges the significance of new beginnings in a woman’s life. Women are shown as individuals who are capable of starting new journeys in life, be it in their careers, personal lives, or relationships.
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The film features Swati, a spunky woman who’s all set to celebrate her first Ugadi after tying the knot. As soon as she enters her house, everyone’s eyes are on her, wondering what’s making her glow so brightly. And when she finally spills the beans that she has good news to share, her relatives are quick to assume that she’s expecting her first bundle of joy. But Swati reveals that the actual good news is that she is going to start her own startup. This type of representation can be empowering for women who may feel restricted or limited by traditional gender roles and expectations. By showcasing a character like Swati, the film sends a message that women can pursue their passions and ambitions while also fulfilling other aspects of their lives, such as family and relationships.
Speaking on the launch of the film and the collection, Ranjani Krishnaswamy, General Manager – Marketing, Tanishq, Titan Company Limited said, “Today, women are yearning to carve an identity for themselves and are creators of their own narrative. The film is a tribute to the women who prosper and thrive in all their might and the Vardhini collection is truly a celebration of her extraordinary beauty and beliefs that make her stand apart.”
Deepan Ramachandran, Creative Director- Mind Your Language!, said “Tanishq, like the protagonist Swati in our Ugadi film, has always stood out with their progressive and new thoughts. Their brief to us was to straddle the conventional celebration of Ugadi with the new-age thinking of today’s woman. That’s when we asked ourselves – Why shouldn’t today’s women dream differently? We found the answer in the story of Swati.”
Tanishq has always been at the forefront of social causes and has played a significant role in bringing attention to important issues through its advertisements. They understand the power of advertising and how it can be used to drive social change and promote inclusivity and diversity. Their ads are not just about selling jewelry; they are about celebrating the beauty of humanity in all its forms.
