MAM
Grey bags Muthoot’s creative biz
MUMBAI: Grey Worldwide has won the creative mandate of Muthoot Group following a multi-agency pitch held in Delhi and subsequently in Cochin.
The business will be handled out of agency‘s Delhi office, with Grey‘s Bangalore office also playing a key role for the South Market.
The Muthoot Group has gold loan business, financial Services, securities and a host of allied interests. Grey has been mandated to handle all of these. Having established itself in the South, the Muthoot Group is now seeking to enter and consolidate its presence in the North, West and East markets.
Grey Delhi VP and branch head Dip Sengupta said, “It‘s a great win ! From the very first meetings with the Muthoot Group, we were moved by the ethics and value systems that drive this great brand. Our task is to help make the brand iconic.”
“It was great to be a part of such a diverse pitch and of course to win it eventually! It takes a lot to identify a powerful brand idea and to make it relevant for Muthoot‘s diverse markets. It was a great challenge and we look forward to this partnership,” Grey Bangalore, VP and branch head Hari Krishnan added.
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.
