Tanishq has unveiled Adhyantara, a jewellery collection inspired by the sun, moon and stars, with Triptii Dimri fronting a new campaign that translates celestial forms into contemporary jewellery. Conceptualised by TBWA\Lintas, the film uses a starlit setting and visual effects to bring the collection’s cosmic inspiration to life.
Set at a campsite beneath the night sky, the film features Dimri as the melody of Badan Pe Sitare Lapete Hue plays in the background. As she gestures towards the stars, blue, pink and gold lights transform into the design of an Adhyantara necklace, connecting the vastness of the cosmos with the intricacy of the jewellery.
The campaign draws on the collection’s central design idea: bringing the mystery and beauty of celestial forms into pieces that can be worn as expressions of individual style.
Pelki Tshering, Chief Marketing Officer, Tanishq, said, “At Tanishq, we believe the festive season is a time to embrace wonder, celebrate individuality and find beauty in the extraordinary. With Adhyantara, we set out to explore the infinite wonder of the cosmos and bring it closer to the woman who inspires us. Drawing from the brilliance of distant stars and the poetry of celestial forms, our designers have translated the beauty and mystery of the universe into contemporary jewellery, bringing together intricate Indian craftsmanship with a distinctly modern sensibility. The campaign brings this creative vision to life, with Triptii Dimri embodying the spirit of a woman who is curious, imaginative and unafraid to explore beyond the familiar. Through Adhyantara, we invite her to step into a world where celestial inspiration meets contemporary expression, and where the extraordinary becomes a celebration of her own individuality.”
Dimri said the collection’s connection with the cosmos and its contemporary interpretation of light and form drew her to the association. She added, “Being associated with Tanishq has always felt special to me because of the way the brand brings together tradition, craftsmanship and a contemporary sense of expression. What drew me to Adhyantara was its connection with the cosmos and the sense of wonder that comes from simply looking up at the sky. I love how the collection translates that vastness, light and beauty into jewellery in such an intricate and contemporary way. Each piece has its own character, and I especially love how Adhyantara allows festive jewellery to feel personal and expressive.”
Arpan Bhattacharyya, Executive Director and Head of Creative, South, TBWA\Lintas, said the creative approach was shaped by the collection’s celestial inspiration. “Adhyantara gave us an opportunity to look at the world of Tanishq through a more wondrous lens. Since the jewellery itself draws inspiration from the cosmos, we wanted the film to inhabit that same universe of wonder- bringing alive its mystery, beauty and infinite possibilities, while translating the vastness of the cosmos into something deeply human, intimate and magical.”
Inside the Adhyantara Collection
The collection features more than 100 designs across four categories: Glass Kundan, Plain Gold, Plain Jewellery with Inspired Gemstones and Open Polki. The range includes necklaces, bangles, finger rings and mangalsutras in 18kt and 22kt gold.
Adhyantara also features modular designs that can be styled in three, four or five configurations. Select pieces incorporate fire opals, sunstones, rutilated quartz and asterism effects, extending the celestial theme through the materials and design details.
