Tanishq unveils Adhyantara jewellery collection with Triptii Dimri

MUMBAI: This festive season, Tanishq is reaching for the stars and turning their brilliance into jewellery. The Tata Group brand has unveiled Adhyantara, a new collection inspired by the cosmos, with actor Triptii Dimri fronting a campaign that brings celestial wonders to life through contemporary Indian craftsmanship.

Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign draws on the sun, moon, distant stars and shooting stars to shape its visual world. The film unfolds at a campsite beneath a starlit sky, where Dimri’s gesture across the heavens sets off a luminous play of blue, pink and gold, with the stars appearing to form an Adhyantara necklace.

Adding a nostalgic touch to the fantastical setting is the familiar melody of Badan Pe Sitare Lapete Hue, which lends the film a sense of joy and mischief as the celestial spectacle unfolds.

Over 100 designs across four categories

The Adhyantara collection spans over 100 designs across four categories: Glass Kundan, Plain Gold, Plain Jewellery with Inspired Gemstones and Open Polki. The range includes gold necklace sets, bangles, finger rings and mangalsutras, crafted in 18kt and 22kt gold.

Open Polki offers a contemporary interpretation of a traditional jewellery style, while modular 3-in-1, 4-in-1 and 5-in-1 designs give wearers multiple ways to style their pieces. Inspired gemstones such as fire opals, sunstones and rutilated quartz, alongside asterism effects, add colour, depth and distinctive visual appeal.

The collection is designed around the modern Indian woman, balancing traditional craftsmanship with contemporary expression and individuality.

Tanishq chief marketing officer Pelki Tshering said Adhyantara translates the beauty and mystery of the universe into contemporary jewellery, combining Indian craftsmanship with modern design. She added that the campaign positions Dimri as a woman who is curious, imaginative and willing to explore beyond the familiar.

Dimri said the collection’s connection with the cosmos and its interpretation of light and vastness through jewellery drew her to the association. TBWA\Lintas executive director and head of creative, South, Arpan Bhattacharyya, said the creative approach sought to translate the scale and mystery of the universe into something intimate and human.

The campaign adds to Tanishq’s festive offering as consumers look for jewellery that combines traditional significance with distinctive design. The brand operates more than 500 exclusive boutiques across over 300 cities in India, according to the company.

With Adhyantara, Tanishq brings the night sky into the festive jewellery conversation, turning celestial inspiration into wearable designs for celebrations that call for a little extra sparkle.