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Tanishq celebrates Riwaazon wali Diwali through Virasat collection TVC
MUMBAI: Tanishq, India’s trusted jewellery brand has launched a new TVC campaign marking one of the most anticipated festivals of the year, Diwali. For this auspicious occasion, Tanishq is launching its new festive collection- Virasat. The new TVC campaign brings alive the essence of age old traditions, cultures and rituals which have been followed through generations. The campaign aims to take forward the age old tradition of purchasing jewellery which makes Diwali auspicious.
Conceptualized with Lowe, the film perfectly encapsulates the spirit of Diwali celebrations and continuing the tradition of buying jewellery across generations in all its glory. The film truly brings to life various Diwali customs across the country of buying sweets, wearing something new on Diwali, lighting up each corner of the house and gifting jewellery. Highlighting the thought behind the collection Virasat, the film showcases the diversity amongst consumer, cultures and customs.
Diwali is the harbinger of joy and prosperity in Indian households across different cultures and people indulge in buying jewellery, keeping the age-long family traditions alive. Tanishq celebrates the spirit of Diwali by bringing alive these traditional elements. The TVC campaign shows how relations strengthen across different communities by revisiting their traditional roots and gifting their loved ones Tanishq’s jewellery while celebrating Tanishq Wali Diwali.
Speaking on the launch of TVC, Ms. Deepika Tewari, Associate Vice President– Marketing, Jewellery Division at Titan Company Limited says, “Each Diwali is a testament of the traditions that has been passed down from one generation to another and has been followed each year with equal vigour. This campaign is an ode to the innumerable ‘Rivaaj’ or traditions that are followed by us, especially that of buying gold and hence the name ‘Virasat’. We sincerely hope our grand new Virasat Collection will add a bit of sparkle to everyone’s life. At Tanishq we wish everyone to be a part of Riwaazon wali Diwali, Tanishq waali Diwali”
Quoting about the film Sagar Kapoor, Chief Creative Officer, “Diwali and Tanishq are integral to each other. Buying gold in Diwali has been a big part of tradition across the country. This year Tanishq inspires people to take this tradition, this ‘riwaaj’ forward. Of course at the heart of the communication is the love, prosperity and joy that Tanishq jewelry brings about in people’s lives.”
MAM
Adbhoot weaves AI magic into CottonKing Aura linen campaign
Subtle AI craft brings premium linen’s texture, fall and finesse to life in cinematic film that feels tangibly real.
MUMBAI: Adbhoot has threaded the needle perfectly using AI so invisibly that the real star of Cottonking’s new premium linen range, Aura, gets to shine. The campaign, built around the insight that premium clothing isn’t merely worn but experienced, puts the fabric itself centre stage. Instead of flashy drama or exaggerated styling, every frame focuses on what truly defines Aura: its visible weave, natural drape, soft finish and effortless movement. The result feels so tactile you almost want to reach out and touch the screen.
What sets the work apart is its quiet confidence in technology. There is no “look at our AI” fanfare. Adbhoot treated the tool as a precision filmmaking instrument ensuring consistent model features, accurate proportions, natural lighting behaviour and real-world physics so the film feels polished, controlled and unmistakably premium rather than artificial.
Adbhoot, founder & creative director Vaibhav Pandit explained, “AI is powerful only when it doesn’t announce itself. For Aura, our intent was clear. The fabric needed to feel tangible, the lighting needed to behave naturally, and the model had to remain authentic throughout. We shaped AI around the brief, not the other way around.”
Cottonking director Koushik Marathe added, “With Aura, our vision was clear: to create a premium linen range that feels elevated not just in look, but in experience. Linen is a fabric of character, it breathes, it moves, and it carries a distinct elegance that can’t be replicated. This campaign captures that essence beautifully.”
The campaign marks another step in Adbhoot’s thoughtful approach to modern storytelling, innovation supports the narrative rather than stealing the spotlight. In an era when AI is often used to grab attention, this one stands out by staying quietly honest letting the linen do the talking and the craft do the work.
From weave to wind-blown drape, Aura doesn’t just look premium, it feels it. And thanks to Adbhoot’s restrained touch, viewers are left with the impression of real fabric, real movement, and real emotion rather than pixels and prompts. In the world of fashion advertising, that’s the kind of seamless finish that really leaves a mark.
