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Tanishq’s Rivaah Redefines the Modern Bride’s Choice

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Indian weddings have long been centered around traditions and customs that often favor the groom’s family. However, Tanishq, one of India’s leading jewelry brands, has embarked on a mission to challenge these norms and redefine the role of the modern bride in their latest advertisement campaign. Through their wedding exclusive sub-brand, Rivaah, Tanishq aims to showcase a new narrative that celebrates the choices and individuality of today’s brides. In this blog post, we delve into the details of Tanishq’s groundbreaking ad and explore how it empowers the modern bride.

Breaking the Norms

Conceptualized by Tanishq and Lowe Lintas, the ad campaign sheds light on the perspective of a young, modern bride who believes in equality. Unlike traditional weddings that often prioritize the groom’s family, this narrative emphasizes the bride’s autonomy and equal standing. The film challenges the prevailing notions by highlighting the importance of celebrating personal choices on one’s wedding day.

Tanishq’s Rivaah- A Narrative of Empowerment

The latest Tanishq ad highlights the progressive nature of their Rivaah sub-brand, which is specifically designed and conceptualized for brides across India. Rivaah, a combination of ‘Riwaaz’ (tradition) and ‘Vivah’ (wedding), offers a wide range of bridal jewelry that beautifully blends traditional craftsmanship with modern motifs. Through this campaign, Tanishq aims to empower brides to express their unique personalities and celebrate their choices with pride.

Embracing Equality

The central theme of Tanishq’s ad revolves around the concept of celebrating choices. It emphasizes that the wedding day should be a reflection of the bride’s individuality and her ability to make decisions. The ad beautifully portrays a conversation between the bride and her mother, where the bride asserts that both her parents’ home and her in-laws’ home are equal to her. This statement encapsulates the bride’s desire to visit either home based on her own preferences, breaking away from traditional expectations.

Also Read: Jewellery Brands and their celebrity association

Paving the Way for New Rituals

While the previous year’s campaign focused on showcasing various traditional rituals from different communities, this year Tanishq takes a step forward in introducing new rituals and perspectives. The 2023 ad campaign aims to provide a fresh canvas that reflects the mindset of today’s bride, who seeks to actively participate and wholeheartedly celebrate her wedding. By highlighting the significance of choices, Tanishq encourages brides to embrace their individuality and make decisions that align with their personal beliefs.

Reception and Impact

The ad campaign has received widespread acclaim, resonating with audiences who appreciate its progressive portrayal of the modern bride. By shifting the focus to the bride’s perspective and showcasing her agency, Tanishq has struck a chord with individuals who seek equality and individuality in wedding celebrations. The campaign not only serves as a testament to Tanishq’s commitment to evolving narratives but also highlights the changing dynamics of Indian weddings.

Empowering the Modern Bride: Tanishq’s Rivaah Sets a New Standard

Tanishq’s Rivaah sub-brand has set a new benchmark with its latest ad campaign that redefines the modern bride’s choice. By emphasizing the significance of celebrating choices and embracing equality, Tanishq encourages brides to assert their individuality and make decisions based on their preferences. Through their exquisite range of bridal jewelry, Rivaah enables brides to express their unique personalities and celebrate their wedding with pride. Tanishq’s forward-thinking approach has undoubtedly made a significant impact on the evolving landscape of Indian weddings, inspiring brides to embrace their own narratives and forge their paths with confidence.

Also Read: Tanishq’s Ugadi Film: A Celebration of Women Who Dare to Dream


Client – Tanishq
Agency – Lowe Lintas

Production house – Crazy Few Films
Director – @sharatk89
Producers – @urfikazmi / @viiraaj
Associate Producer – @sunnytalkss
Executive Producer – @vidya.muraleedharan
Associate Director – @edulgovadia
Music Director – @abhishek.arora25
DOP – @_vikasvasudevan_
Casting Director – @anti.casting (@vaibhav_vishant )
Production Designer – @nimishkotwal
Costume Designer – @tanya_oak
Make up / Hair – @makeupby_mahimawachher

Cast – @kavidrama@manasijoshiroy

DA – Varsha S
In-house DAs – Mayank Keshwani / Sahil Sawlani
Line Producer – Bhakti Sakpal
Production Manager – Shaunak Vyas
1st AD – Ayushansh Gupta
Art Director – Riyaz Shaikh
Assistant Production Designers -Karan Shah, Darshana Sarvankar, Dhwani Jhaveri, Mansi Rastogi
Art Interns – Rudra Sreeram, Kanishk Sharma, Aman Rangari
Costume Assistant – Kavita Darade,
Khyati Baderia
Storyboard – Ratheesh
Key grip operator – Zakir
Gaffer – Lalit
Focus Puller – Jeetu
Production Boys – Mahadev, @ramvhanale and Team

Post Producer –Doitonpost
Post Supervisor –Avinash Prajapati
Offline Editor – @utsavbhagat
D.I.Artist – @vineeshvijayan.color (@studioskwer )
Sound Engineer – @teal0ck
Sound Studio – @boing_recording_studios
Flame Artist – Sanjay Parihar
Video Post – @sallysfilms

CCO: Sagar Kapoor
ECD: Arpan Bhattacharyya & Litna Das
UCD: Sahul Patri
CD: Ayanangshu Lahiri & Sameer Gupta
ACD: Vivek C.

President (South): Kishore Subramanian
AVP: Namrata Sukumar

Account Management:
President (South): Sonali Khanna,
Sr. VP: Samir Sagar
Brand Services Director: Sakhi Roy
Sr. Brand Services Manager: Sambhavi Priyadarshini

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