Tanishq, the Tata Group’s jewellery brand, has unveiled a new Durga Pujo campaign titled “Srijonis of New Bangaliyana”. Directed by acclaimed filmmaker Shoojit Sircar and conceptualised by Lowe Lintas, the campaign shines a spotlight on the evolving role of Bengali women who embrace tradition while reinterpreting it in a modern context.
Tanishq Durga Pujo Campaign: A Festival of Traditions Reimagined
Storytelling That Blends Heritage and Modernity
The film, featuring popular actress Mimi Chakraborty, unfolds through four short narratives. Each story reimagines Bengali customs with contemporary values:
- A mother-in-law welcomed by her daughter-in-law, reversing traditional roles.
- Siblings sharing the Bhai Phonta ritual as equals.
- A woman supporting her husband’s career dreams with grace and strength.
- A closing sequence showcasing the intergenerational spirit of cultural adaptation.
Set to a soulful contemporary rendition of Rabindranath Tagore’s Ekla Cholo Re, the campaign celebrates love, equality, and continuity, all while honouring the power of choice.
Aabahon: The Festive Collection
Alongside the campaign, Tanishq launched its exclusive festive line, Aabahon, inspired by traditional Bengali aesthetics with a contemporary twist. Crafted in gold, the collection embodies the essence of Bangaliyana—a living culture that thrives on both heritage and modern expression.
Also Read: Ranbir Kapoor, Karan Johar & Triptii Dimri Steal the Spotlight in Myntra’s Festive Campaign
Voices Behind the Campaign
Shoojit Sircar explained that the intent was to bring everyday family dynamics to life with nuance, balancing personal choices with cultural roots. Arpan Bhattacharya of Lowe Lintas described the Bengali woman as “rooted in culture, yet open to change. Fierce yet loving. Proud of her past, but shaping the future.”
Closing Thoughts on Tanishq Durga Pujo Campaign
With Srijonis of New Bangaliyana, Tanishq goes beyond showcasing jewellery; it tells a story of strength, grace, and transformation. By celebrating women who carry traditions forward while reimagining them for today, Tanishq ensures that the spirit of Durga Pujo continues to evolve—beautifully, powerfully, and meaningfully.
