Brands
Tanishq debuts hyper-realistic 3D DOOH billboards with new installation
Mumbai: Hyper-realistic 3D digital out-of-home (DOOH) billboards have been stunning passers-by on busy streets in Japan, South Korea, the US, the UK, Kuala Lumpur, Singapore, China and now it has debuted in India with Tanishq’s latest installation. Laqshya Media Group executed ‘India’s first immersive 3D anamorphic’ installation for Tanishq’s season of bloom collection – Live a Dream.
The display, installed at Mumbai’s Bandstand Promenade in Bandra, is called an anamorphic illusion or anamorphosis, which is a distorted projection that reveals itself once you occupy a specific vantage point.
The brief for this campaign was to do something “dreamy, paradisal, surreal and larger than life” and introduce the collection to a broader set of audience in a way that is accessible, engaging, and celebratory, according to the agency. The attention-grabbing OOH execution highlights ‘a distinct diamond jewellery that mirrors desire.’ Seeing the optical illusion effect on the billboard in real life creates a unique experience for the viewer.
“We at Laqshya Group are excited to execute and display India’s first 3D anamorphic DOOH installation for Tanishq’s special collection – Live a Dream,” said Laqshya Solutions COO Amarjeet Hudda. “Using a technique called ‘Anamorphosis’ to create optical illusions for the viewer has happened in India for the first time. We see it as a powerful new tool for creatives. The installation is hard to describe but incredibly easy to view, with the correct perspective, lighting and shadows, which require no fancy eyewear, mirrors or technology.”
“We are always looking for new ways to surprise consumers with exciting, imaginative, and meaningful experiences. This project has hit the benchmark for sure. Through this impactful DOOH branding exercise, we are taking brand immersion to a different level. It is stimulating strong interest and demand in the advertising community,” he further added.
As technology progresses, the push for immersion and for a blended reality with our everyday screens is what will define most of the future trends in the advertising industry and beyond. It started with virtual reality (VR) and Augmented reality (AR) and now it is moving to out-of-home.
Since its launch over the weekend, the installation with its innovative technology and its eye-grabbing visuals has been garnering appreciation in the city and the brand hopes to take the installation to other major markets as well, according to the statement.
Speaking about the partnership with Laqshya Media Group and the campaign, Titan Company GM of marketing for Tanishq Ranjani Krishnaswamy said, “Tanishq has forged to create new paradigms in the jewellery category. Keeping our consumers at the centre of all conversations, we would like to create new narratives with innovation, collaboration, and imagination. This April we are exploring the launch of our collection ‘Romance of Polki’ in an immersive metaverse experience and today we are glad to bring another immersive experience for yet another special collection ‘Live a Dream’.”
“This first 3D installation is a senatorial experience to the surreal world of dreams and brings alive the beauty, intricacy, and craftsmanship of the collection. Special thanks to our partner Laqshya who have worked alongside to bring this imagination alive,” she further said.
Watch the brand film of the immersive 3D DOOH installation here:
Brands
Pre-seed funding fuels nailinit, India’s new-age nail care brand
Gruhas Collective Consumer Fund backs Gen Z-focused beauty startup
MUMBAI: nailinit, a community-first nail care startup targeting Gen Z and millennials, has raised Rs 2.5 to Rs 3 crore in a pre-seed round led by Gruhas Collective Consumer Fund and Marsshot VC, alongside a clutch of consumer, technology and operator angels.
Backed by entrepreneur and investor Nikhil Kamath, Gruhas Collective Consumer Fund is betting on nailinit’s attempt to give India’s nail care aisle a long overdue makeover. The fresh capital will be used to deepen distribution across quick commerce and D2C channels, build its community engine, and accelerate product innovation in a category that is high frequency but still light on strong brands.
Founded by Tanishq Ambegaokar and Shubham Singhal, nailinit is positioning itself at the crossroads of beauty, self-expression and culture. The brand wants nails to be more than a finishing touch. It sees them as a canvas for identity, content and commerce.
“At nailinit, we are building for a generation that sees beauty as self-expression, not just routine,” said Ambegaokar. “The nail category in India has largely been underserved by strong brands. This capital allows us to invest in product depth, community and distribution in a thoughtful and long-term way.”
Singhal added that while the brand’s tone may be playful, its operating focus is sharp. “This round strengthens our supply chain, expands our digital footprint and enables disciplined execution as we scale.”
The funding round drew notable angels including Shashank Kumar of Razorpay, Arjit Johri of Marsshot VC, Yash Jain, formerly of NimbusPost, Karan Jindal of Meta, Jivraj Singh Sachar of ISV Capital, Nishank Jain of Accel, Yashvardhan Kanoi, Ashwarya Garg of HYPD, Venus Dhuria of Phot.AI and Amishi Parasrampuria of The Whole Truth.
Gruhas Collective Consumer Fund fund manager Gauri Kuchhal, believes the opportunity lies in shifting habits. “Nail care remains underpenetrated in India, with consumers relying on time-intensive salon visits. As convenience and self-expression gain ground, press-on nails can unlock more frequent and experimental usage. Nailinit is well-placed to expand beyond press-ons into adjacent categories.”
The brand is currently the only nail care player in India blending product-led retail with a dedicated kiosk at Jio World Drive in Bandra, where customers can walk in for services while discovering the range. It has also built early traction across quick commerce platforms such as Zepto and Blinkit, with a launch on Instamart in the pipeline, and is available on Amazon, strengthening its omnichannel presence.
In a space long dominated by salon chairs and scattered labels, nailinit is attempting to file, shape and polish the category into something sharper. With fresh funding in hand, the startup is setting out to prove that in beauty, small details can make a bold statement.
