MAM
Sunfeast’s ‘Missing Wife’ campaign puts equality back on the nameplate
MUMBAI: When Bengaluru saw posters declaring “Nikhil’s wife is missing…”, passers-by were left puzzled, worried, and curious in equal measure. But the mystery wasn’t a crime scene, it was ITC’s Sunfeast Marie Light turning everyday nameplates into a powerful statement on equality.
The campaign, fittingly titled ‘Missing Wife’, is the latest chapter in the brand’s ongoing push for shared identity in households. Last year, Sunfeast Marie Light launched the Strong Team Nameplate Campaign, spotlighting how many Indian homes still display just one partner’s name at the door. This year, the OOH teasers across Bengaluru bus shelters and hoardings dialled up the intrigue with one-liners like “Nikhil’s wife is missing…” before revealing the emotional message: the absence of a woman’s name on a nameplate may not make headlines, but it quietly reinforces imbalance at home.
Taking the message beyond hoardings, Sunfeast Marie Light partnered with Mygate to extend the initiative into 40 plus residential societies. The campaign struck a chord by contrasting the immediate concern when a loved one goes missing with the near invisibility of a missing name. By putting equality, respect, and shared identity back on the doorstep, the brand once again underlined its belief that a home isn’t complete without both partners standing side by side.
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.
