Brands
Tanishq gives diamonds a voice, Ananya Panday sparkles as brand muse
MUMBAI: Diamonds are forever, but joy? Tanishq just made it sparklingly effortless. India’s largest jewellery brand, Tanishq, has unveiled its latest Festival of Diamonds campaign with Ananya Panday as the sparkling face of the brand. Anchored in the evocative tagline, “Give wings to the girl within,” the campaign celebrates self-expression, imagination, and the sheer delight diamonds inspire.
The TVC opens with a playful scene of a little girl dancing freely and trying on a dazzling array of Tanishq’s natural diamond jewellery. As the narrative unfolds, the girl transforms seamlessly into Ananya Panday herself, capturing the joy, curiosity, and confidence diamonds evoke, reminding women that beneath every role and responsibility, the childlike spirit remains.
Set to a lively, rhythmic soundtrack by Rahul Pais and sung by Suman Shridhar, the film portrays jewellery not as a rare indulgence, but an everyday expression of identity, personality, and emotional freedom. The campaign mirrors modern womanhood: ambitious yet playful, confident yet authentic.
Speaking at the launch, Pelki Tshering said, “The Festival of Diamonds celebrates the instinctive joy Tanishq’s diamonds evoke. Ananya Panday was a natural choice; her modern, authentic energy reflects how women wear jewellery today: effortlessly, every day.”
Ananya Panday added, “Tanishq has always celebrated women across generations. What drew me to this campaign is how it honours the little girl within all of us, the one who loved sparkles, dreamed freely, and expressed herself without hesitation.”
Lintas executive director Arpan Bhattacharrya remarked, “This campaign is about the pure, almost childlike joy diamonds awaken, especially when paired with an endless array of exquisite designs at never-before-offered discounts. It’s about magic, discovery, and giving wings to women’s dreams.”
With this sparkling collaboration, Tanishq positions itself not just as a jewellery brand but as a companion to women embracing individuality, self-belief, and everyday joy.
Brands
DeVANS sparks buzz with self-chilling beer can April Fools campaign
Godfather stunt racks up 7 million impressions, blending humour with hype
NEW DELHI: DeVANS Modern Breweries has stirred up the marketing pot with a playful yet high-impact campaign teasing a futuristic “self-chilling beer can” under its flagship Godfather label.
What began as a seemingly bold product innovation quickly turned into one of the most talked-about brand moments online, before being revealed as an April Fools’ Day prank. The reveal, however, did little to cool the buzz.
The campaign clocked over 7 million organic impressions across platforms including LinkedIn, Instagram, Facebook and X, with users debating whether the concept was a genuine breakthrough or clever marketing theatre. Thousands of shares and comments turned the idea into a full-blown conversation, drawing in both consumers and industry insiders.
The hook was simple but effective. A self-chilling can positioned as an on-the-go convenience product tapped into the imagination of younger, urban audiences. Add the timing around April Fools’ Day, and the campaign struck the perfect balance between curiosity and scepticism, keeping audiences guessing.
Marketing experts have pointed to the campaign as a case study in leveraging cultural moments. By leaving just enough ambiguity, the brand invited audiences to participate rather than simply observe, turning passive viewers into active contributors to the narrative.
“Godfather has always been an iconic brand, but iconicity must evolve to stay meaningful,” said DeVANS Modern Breweries chairman and managing director Prem Dewan. “The ‘Self-Chilling Can’ was our way of showing up in a cultural moment with confidence and a sense of humour.”
Beyond the numbers, the campaign signals a broader repositioning for Godfather. Long seen as a legacy beer brand, it is now leaning into youth culture, digital-first storytelling and topical engagement to stay relevant in a crowded alcobev market.
In a space where attention is fleeting, DeVANS has shown that sometimes the coolest idea is the one that keeps people guessing.
