Brands
Tanishq gives diamonds a voice, Ananya Panday sparkles as brand muse
MUMBAI: Diamonds are forever, but joy? Tanishq just made it sparklingly effortless. India’s largest jewellery brand, Tanishq, has unveiled its latest Festival of Diamonds campaign with Ananya Panday as the sparkling face of the brand. Anchored in the evocative tagline, “Give wings to the girl within,” the campaign celebrates self-expression, imagination, and the sheer delight diamonds inspire.
The TVC opens with a playful scene of a little girl dancing freely and trying on a dazzling array of Tanishq’s natural diamond jewellery. As the narrative unfolds, the girl transforms seamlessly into Ananya Panday herself, capturing the joy, curiosity, and confidence diamonds evoke, reminding women that beneath every role and responsibility, the childlike spirit remains.
Set to a lively, rhythmic soundtrack by Rahul Pais and sung by Suman Shridhar, the film portrays jewellery not as a rare indulgence, but an everyday expression of identity, personality, and emotional freedom. The campaign mirrors modern womanhood: ambitious yet playful, confident yet authentic.
Speaking at the launch, Pelki Tshering said, “The Festival of Diamonds celebrates the instinctive joy Tanishq’s diamonds evoke. Ananya Panday was a natural choice; her modern, authentic energy reflects how women wear jewellery today: effortlessly, every day.”
Ananya Panday added, “Tanishq has always celebrated women across generations. What drew me to this campaign is how it honours the little girl within all of us, the one who loved sparkles, dreamed freely, and expressed herself without hesitation.”
Lintas executive director Arpan Bhattacharrya remarked, “This campaign is about the pure, almost childlike joy diamonds awaken, especially when paired with an endless array of exquisite designs at never-before-offered discounts. It’s about magic, discovery, and giving wings to women’s dreams.”
With this sparkling collaboration, Tanishq positions itself not just as a jewellery brand but as a companion to women embracing individuality, self-belief, and everyday joy.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
