Ad Campaigns
Tanishq’s new film celebrates equal partnership in marriage
Mumbai: Rivaah by Tanishq, a wedding jewellery destination from the house of TATA, launches a heart-warming campaign that celebrates the modern bride who charts her narrative. conceptualised by Lowe Lintas, the campaign highlights her progressive mindset, and beliefs, and how it holds for her wedding as well. Marking a new milestone, Tanishq is launching its first-ever 3-minute-long multilingual film on Television, representing India’s diversity and adding to the brand’s legacy of compelling and expansive storytelling. This multi-starrer film features actors from various regions, further emphasizing Tanishq’s deep connection and resonance with diverse audiences from across states in India.
For Marriages Crafted by You is the essence of this campaign, underscoring the idea that the modern bride plays an active role in shaping her wedding journey. Today’s bride is a trailblazer, merging the old with the new, placing herself at the heart of her story. Embracing traditional values and modern upbringing in equal measure, she steps into this new chapter with her groom as an equal partner. Together, they share the journey of adaptation and change, thus reflecting the shifting landscapes of modern relationships and marriages. The film celebrates not just the warmth and relationships shared by the bride and her family but also shines a spotlight on the bride’s agency in navigating her wedding journey. In true Tanishq style, the storytelling remains charming, endearing, and filled with emotion, continuing the brand’s legacy of crafting heart-warming narratives with a modern, progressive take on traditional values and this time in the wedding context.
This film, through a poignant yet subtle narrative, makes a bold and powerful statement and challenges expected societal norms. As the bride reflects on the changes marriage brings forth, she poses a question: why should the responsibility of adapting and adjusting fall solely on her? The film then reveals the groom as an equal partner, ready to share the responsibility and navigate their new life post-marriage, together. Through a light-hearted yet emotional tone, the film thus portrays marriage as a beautiful union of equals, where both partners embrace change. It establishes the deeper message of equal marriages and focuses on the new-age bride charting her own narrative.
As the guiding force of her wedding, the bride takes her loved ones through a harmonious blend of tradition and modernity, crafting a day that reflects her unique journey – for marriages crafted by you, for you.
The narrative features brides and jewellery from across major regions of India and highlights not only the rich diversity of traditions and cultures but also the shared emotions of love, understanding, and playful banter between the bride and her family.
The film features an ensemble cast including Tanishq’s brand ambassadors, Nayanthara for the Southern region and Mimi Chakraborty for Bengal, as well as the acclaimed veteran actor Shobha Khote.
Tanishq CMO Pelki Tshering said, “Rivaah by Tanishq sees marriage through the eyes of modern brides from regions across India. Today, with the evolving dynamics of relationships, our brides play an active role in crafting marriages that are uniquely theirs. Our campaign highlights the significance of equal partnerships, where both individuals embrace change together. Through this narrative, we celebrate every bride’s ability to create a marriage that reflects her identity, her path, and the future she and her partner will build together.”
Speaking about the campaign, Superfly Films founder & director Kopal Naithani said “The new Rivaah film raises the question of what modern marriages should look like. Traditionally, the burden of change and adjustment in a marriage has often been placed on the bride, reflecting societal expectations of women. However, the Rivaah film reimagines these norms by suggesting that the responsibility of change should not rest solely on the bride. Instead, it presents a more balanced and equitable vision of marriage, emphasizing mutual respect and shared responsibility.”
Lowe Lintas head of creative Arpan Bhattacharyya Bangalore said, “A marriage is a new chapter for all involved. Why then should the onus of changing, adapting, and compromising rest with the woman and her side of the family? A marriage of equals should mean that both sides take up the responsibility for change. Equally. That’s the message this campaign is designed to convey.”
Rivaah by Tanishq’s latest collection features stunning wedding trousseaus for all regional brides, beautifully balancing traditional charm and contemporary appeal. For brides in metro regions, the collection showcases some stunning modern polki and diamond designs. Crafted for the bride who knows her worth and celebrates her journey, experience the warmth, elegance, and empowerment of the new age bride with Rivaah by Tanishq – where every piece tells a story of love, equality, and timeless elegance.
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.
