Tanishq, India’s largest jewellery retail brand from the house of Tata, announces Bollywood actress Ananya Panday as the face of the brand, marking a defining step in Tanishq’s ongoing evolution.
Ananya’s association reflects the brand’s sharpened focus on modernity, self-expression, and relevance, while representing Tanishq’s jewellery portfolio, reinforcing its connection with today’s confident, style-forward woman across categories and occasions.
Tanishq’s new ‘Festival of Diamonds’ campaign featuring Ananya is built around the childlike joy and inner freedom that diamonds awaken in every woman. Anchored by the line “Give wings to the girl within,” the film captures moments of uninhibited joy and playful discovery as Ananya explores a range of contemporary natural diamond designs—revealing, in a gentle twist, that the carefree little girl on screen is Ananya herself.
Speaking on the association, Pelki Tshering, Chief Marketing Officer, Titan Company Limited, said, “The Festival of Diamonds celebrates the instinctive joy that Tanishq’s natural diamonds evoke. With an exquisite range of designs to choose from, the experience lies not just in finding a piece, but in discovering one you instantly fall in love with. Ananya Panday was a natural choice for us. Her modern, emotionally authentic energy reflects how women live with jewellery today—effortlessly and every day. Together, this campaign celebrates the joy of discovering diamonds and giving wings to the girl within all of us.”
Speaking at the launch, Ms. Ananya Panday said, “Tanishq has always stood for women across generations, celebrating trust, emotion, and timeless beauty, which is what makes this association incredibly special for me. Working with the brand has been something I’ve long looked forward to, and this collaboration feels incredibly close to my heart. What drew me to the campaign is how beautifully it honours the little girl within all of us—the one who loved sparkles, dreamed freely, and expressed herself without hesitation. Being part of a narrative that encourages women to embrace their individuality and wear their confidence every day makes this experience deeply meaningful.”
Following this announcement, Tanishq brings back its much-anticipated ‘Festival of Diamonds’, the brand’s biggest annual celebration of natural diamond jewellery. Over the years, the initiative has become a key moment for customers to explore the brand’s expansive diamond universe, spanning modern everyday essentials to statement pieces.
As part of the Festival of Diamonds, Tanishq presents over 10,000 diamond designs, offering one of the most comprehensive assortments of everyday diamond jewellery, including earrings, ear cuffs, sui-dhagas, drops, hoops, studs, rings, necklaces, bangles, bracelets and more. With designs starting at ₹10,000 onwards and a flat 20% off on the diamond value, the offering caters to first-time diamond buyers, seasoned collectors, and those looking to add effortless sparkle to their everyday style.