Ad Campaigns
Tanishq celebrates the inner radiance of women through Ahalya collection
MUMBAI: Tanishq has launched a new campaign this season, highlighting how beautiful and ethereal a woman’s intrinsic radiance is. With the Ahalya collection, the brand wants to remind every woman of her ‘Tej’ – the inner radiance, a beauty that is claimed unique to the feminine spirit. This campaign is a surreal journey, in discovering and celebrating this light. The high-end collection – Ahalya, from the brand Tanishq showcases the brilliance of diamonds and the allure of coloured gemstones, coming together on a singular design canvas.
As part of the communication campaign, Tanishq released a film featuring Deepika Padukone who reminds every woman of her ‘Tej’. Every woman possesses this burgeoning inner spirit bubbling just below the surface of her being. This virtue is her biggest source of energy, strength and confidence which needs no proof or validation; all it needs is a realization of its manifestation.
Ahalya by Tanishq is a catalyst in excavating this brightness and making her the spotlight. Tej is the powerful meeting point of a ‘woman’s biggest strength’ and when she embraces it with the most powerful element in the world – a Diamond; her beauty and elegance heightens transforming her from simple grace to utmost elegance and effortless glamour. For it is when she adorns a piece from this collection, that the world sees the woman within- A woman of exemplary taste and unmatched grace.
Speaking about the film, Titan Company Ltd associate vice president– marketing, jewellery division Deepika Tewari said, “I believe that every Indian woman has an inner radiance that shines through whatever she does. At Tanishq, we're launching this exceptional diamond jewellery collection because it reflects the inner fire emanating from the woman who adorns it. The TVC captures the brilliance, scintillation and fire in the diamonds of this collection and is an ode to the beauty of the woman who is her own muse. We hope women enjoy experiencing this collection as much as we enjoyed bringing it to them.”
Quoting about the film, Lowe Lintas national creative director Sagar Kapoor said, “The intent for the high-value diamond collection Ahalya was to push both the style and substance elements; hence the idea of ‘Tej’. The inner radiance present both in a diamond and a woman. We have tried to bring alive the idea of Tej in aesthetics and philosophy.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
