MAM
Tanishq turns city streets into a diamond runway with bold OOH campaign
MUMBAI: When the brief is brilliance, subtlety takes a back seat. Across Delhi NCR, Mumbai, Jaipur, Ludhiana and Ahmedabad, Tanishq chose to look up and out, rolling out a sweeping out-of-home campaign for its Radiance in Rhythm Natural Diamond collection that turned everyday commutes into moments of sparkle.
Executed by Laqshya Media Group, the campaign was designed as a city-wide visual takeover rather than a scatter of standalone billboards. Premium large-format hoardings and digital screens lined major arterial roads and high-traffic urban corridors, creating a sense of continuity that followed commuters from one landmark to the next. The result was hard to ignore and even harder to scroll past.
The strategy leaned into scale and repetition. Instead of isolated placements, the visuals appeared sequentially along key routes, reinforcing the idea of permanence and rarity that defines natural diamonds. From early-morning drives to late-night journeys, the collection became part of the city’s daily rhythm.
Radiance in Rhythm draws inspiration from the modern woman, confident, expressive and unapologetically individual. Crafted with rare natural diamonds, the collection celebrates authenticity and personal style. The outdoor execution mirrored this philosophy, placing refined design against familiar cityscapes and turning routine travel into a visual pause.
“Naturals diamonds stand for legacy and authenticity,” said Laqshya Media Group chief strategy officer Yuvrraj Agarwaal. “We didn’t just give Tanishq visibility; we created a presence that matched the scale of the Radiance in Rhythm collection. The streets became the gallery. You can’t scroll past a skyscraper.”
The campaign underlines the enduring power of large-format out-of-home advertising. In an increasingly fragmented media landscape, scale, location and continuity still command attention, proving that when it comes to storytelling in the real world, size and placement continue to matter.
Brands
Origen Realty names Preeti Rai as president- sales & strategy
Veteran hire signals push into Gurugram market with growth ambitions
GURUGRAM: Origen Realty has appointed Preeti Rai as president for sales and strategy, as the company gears up to enter the competitive Gurugram property market.
The move brings in a seasoned industry hand with over two decades of experience across residential and commercial real estate. In her new role, she will lead the company’s sales operations and go-to-market strategy, with a focus on building a strong foothold in Gurugram and driving early momentum.
Origen Realty management said the appointment marks a key milestone in its expansion plans. Origen Realty management said the hire will help sharpen execution and strengthen the company’s sales-led growth strategy as it steps into a new market.
Preeti Rai said, “I look forward to being part of Origen Realty at a pivotal stage in its journey and contributing to building a strong presence in the Gurugram market.”
Before joining Origen Realty, she served as senior vice president for sales and marketing at Elan Group. Her career also includes stints at major developers such as DLF Universal Ltd, Today Homes and Infrastructure, Paras Buildtech Pvt Ltd and Ambience Infrastructure Ltd, where she built expertise across channel sales, leasing, and end-to-end deal execution.
Known for her focus on strategy and team leadership, Rai is expected to play a central role in shaping Origen Realty’s market positioning and sales ecosystem in the region.
As Gurugram’s real estate market continues to attract fresh investments and new entrants, Origen Realty’s latest leadership hire signals its intent to compete with a clear, sales-driven playbook.
