Tanishq has launched a new campaign for its Natural Diamonds collection ‘Souls in Symphony’, featuring actresses Ananya Panday, Sushmita Sen, and Radhika Apte. Directed by Shoojit Sircar, the campaign explores themes of friendship, individuality, and shared experiences among women.
The film brings together the three actors in a backstage setting as they prepare for an event. Through a series of candid conversations and interactions, the campaign highlights the dynamics of modern female relationships, focusing on mutual appreciation, comfort, and connection despite differing personalities and lifestyles.
The campaign also showcases Tanishq’s Natural Diamonds collection, which includes jewellery crafted with natural diamonds and gemstones. The collection features a range of designs, from minimal styles to statement pieces, catering to varied preferences and occasions.
A key moment in the film revolves around a diamond necklace being shared among the three women. During the interaction, Ananya Panday remarks, ‘Ye bhi kaafi beautiful hai’ while gesturing towards the mirror, shifting the focus from the jewellery itself to the bond between the women.
As per the brand, through ‘Souls in Symphony’, Tanishq positions its natural diamond jewellery as part of personal experiences and relationships, while reflecting contemporary ideas of self-expression and connection.
Pelki Tshering, Chief Marketing Officer (CMO), Tanishq, said, “At Tanishq, we have always celebrated the many facets of a woman’s journey and the relationships that shape her along the way. With Souls in Symphony, we wanted to spotlight a contemporary expression of sisterhood that is defined not by convention, but by shared values and mutual admiration. Today’s women are forging meaningful connections that transcend age, background, and life stages, creating spaces where individuality is celebrated, and one another’s successes are amplified.”
He further added, “This campaign reflects that evolving spirit of camaraderie, brought to life through Ananya, Sushmita, and Radhika, three women who embody authenticity and self-expression in their own distinct ways. We celebrate the idea that when women uplift one another, they shine brighter together.”
Speaking about the campaign, Shoojit Sircar said, “What stood out to me about Tanishq’s vision for Souls in Symphony was its simplicity and honesty. The idea was not to make a statement about relationships, but to observe them as they naturally unfold through shared moments, humor, and unspoken understanding.”
He further added,“As a filmmaker, I’m always interested in capturing the authenticity of human connections, and the chemistry between Ananya, Sushmita and Radhika made that possible in a very organic way. Through this film, we wanted to bring alive Tanishq’s celebration of sisterhood and modern-day camaraderie in a manner that feels intimate, relatable and true to life.”
