MAM
Brash Brands enters India via Tata Elxsi
MUMBAI: Design company Tata Elxsi and UAE-based brand consultancy Brash Brands have entered into a strategic partnership to deliver full service brand consultancy and integrated design services in India and other key international markets including GCC and Asia.
Under this partnership, Tata Elxsi will build Brash Brands’ business in India and Brash Brands will represent Tata Elxsi’s portfolio of design services throughout its international offices such as Dubai, Abu Dhabi, Saudi Arabia, Qatar and Singapore.
The first step along the way is to set up joint operations in Bangalore to address brand development and consultancy services in India, and target product design, signage and way of finding markets in the GCC and Asia.
Tata Elxsi managing director and CEO Madhukar Dev said, “Brash Brands offers a best in breed service that fully complements our own. This partnership enables us to provide our customers a unique set of full-service offerings initially targeted at India, Dubai, Abu Dhabi, Saudi Arabia, Qatar and Singapore.”
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
