Brands
Asian Paints splashes Sea Link in colour to mark landmark BCCI partnership
MUMBAI: Colour took centre stage in Mumbai last night as Asian Paints gave the Bandra–Worli Sea Link a technicolour makeover to celebrate its new role as the official colour partner of the BCCI for India’s home cricket season.
In a spectacle that washed the city’s skyline in waves of vivid light, the Sea Link transformed into a living canvas, glowing with dynamic shades drawn from Asian Paints’ massive palette of more than 5,300 hues. Each burst of colour symbolised the emotion, energy and unmistakable passion that cricket stirs across the nation.
For Asian Paints, the choice of the Sea Link was no accident. The iconic structure stands for connection, movement and progress, values deeply rooted in both Indian cricket and the brand’s own journey. Turning it into a public light show ensured the celebration wasn’t confined to a press note but splashed boldly across the city for fans to share.
This moment also marks a first: no other brand from the paints and décor category has partnered with the BCCI before. For a company long regarded as India’s authority on colour and design, the collaboration signals more than a marketing tie-up, it highlights how art, sport and storytelling can blend to create cultural moments that linger.
Brands
Tanishq enters natural gemstone segment with Triptii Dimri campaign
Hues collection debuts ahead of Akshaya Tritiya, spotlighting self-expression
MUMBAI: Tanishq is stepping into the natural gemstone jewellery space with a new campaign featuring actor Triptii Dimri, marking a strategic expansion ahead of Akshaya Tritiya.
The launch introduces the brand’s latest collection, ‘Hues’, a design-led range crafted in 18kt gold and built around 100 percent natural gemstones. The move signals Tanishq’s intent to tap into a fast-growing category driven by consumers seeking authenticity, individuality and expressive styling.
Conceptualised by Lowe Lintas, the campaign film leans into the idea of colour as a form of self-expression. Set in a muted, almost paused world, the narrative comes alive as Dimri selects her jewellery, triggering a burst of colour that transforms her surroundings. The visual metaphor captures how jewellery is evolving from occasion-led adornment to a more personal, mood-driven choice.
The ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer, featuring gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. With sculptural forms and techniques like cabochon cuts and layering, the designs aim to bring depth, movement and a contemporary aesthetic to fine jewellery.
Titan Company Limited chief marketing officer Pelki Tshering said, “‘Hues’ marks a bold new chapter as we introduce natural gemstone jewellery in India. The collection reflects the evolving Tanishq woman who is expressive and confident, and seeks jewellery that mirrors her individuality.”
Sharing her perspective, Triptii Dimri said, “What I love about this collection is how it celebrates self-expression through colour. It feels less about occasion and more about expressing who you are in the moment.”
Priced from Rs 30,000, the collection is positioned for both everyday wear and special occasions. To coincide with the festive season, the brand is also rolling out promotional offers, including discounts on making charges and gold rate protection schemes.
With Hues, Tanishq is not just adding a new category but also reshaping how jewellery is worn and perceived, placing personal expression and colour firmly at the centre of its design philosophy.
