MAM
How Nero India successfully revived Indian craftsmanship on their journey
Mumbai: Rishika Jain and Sambhav Jain embarked on a transformative journey that began with a passion for preserving and promoting traditional Indian craftsmanship inspired by the purity of nature and fluidity of water, their brand, Nero India, was born. Their vision is to revive age-old artisanal techniques while infusing them with modern aesthetics, creating an unparalleled experience for its patrons.
Rishika and Sambhav recognized the immense talent and skill possessed by Indian artisans, which often went unnoticed in a rapidly modernizing world. They saw an opportunity to bridge the gap between tradition, modernity, and sustainability by infusing contemporary design elements with sustainable age-old techniques. Nero India aimed not only to revive dying crafts but also to make them relevant in today’s market. Nero’s mastery is evident in its adept fusion of hand-block prints with solid panels, a technique that creates mesmerizing contrasts and captivates the eye with its visual allure. The intricate Zari embroidery on an expansive range of fabrics, including Organza, Chanderi, Tissue, Velvet, and Cotton ensures versatility and luxury in every piece.
The founders embarked on a mission to empower local artisans, providing them with a platform to showcase their craftsmanship to a global audience. By leveraging e-commerce platforms and social media, they were able to reach customers beyond geographical boundaries. Key to their success was their ability to adapt traditional techniques to contemporary tastes. Nero India stands as a testament to their vision, offering a harmonious blend of tradition and trendsetting innovation, akin to a true work of art that resonates with fashion enthusiasts worldwide.
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.
