Tanishq, one of India's leading jewellery brands, is focusing heavily on women-centric advertising for 2025. The brand aims to emphasize the strength and independence of women through its latest campaign, which features actress Manisha Koirala and uses the iconic song "Aaj Main Upar" to symbolize self-confidence.
The campaign highlights women as the central figures in their stories, breaking traditional stereotypes and showcasing them as bold, unique, and independent. This shift in focus aims to engage audiences who resonate with empowering and relatable messages about women’s lives and choices.
This new direction also aligns with Tanishq’s larger strategy to position its jewellery, particularly diamonds, as symbols of empowerment. By promoting women’s voices, the brand seeks to make jewellery more accessible and relevant for modern women, moving beyond just a symbol of luxury.
Tanishq's marketing approach for 2025 involves both traditional and digital channels to reach a broader audience. This includes collaborating with influencers and social media campaigns to engage with a younger, more tech-savvy generation. The brand also aims to create a connection between jewellery and daily moments of life, positioning it as a "luxury for everyday women."
The campaign is a continuation of Tanishq’s previous work, where it has consistently focused on themes of inclusivity and celebrating women. The brand's efforts have garnered attention in the advertising industry, where it is known for creating impactful and relatable content that resonates with Indian audiences.
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