Making Diwali, Tanishqwali Diwali one campaign at a time

Paawan Sunam
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Tanishq Diwali Campaigns

Tanishq Diwali Campaigns have not just made jewellery a part of our lifestyle but they have also tied traditional values with a modern outlook.

What commenced as the Titan company's subsidiary to focus on exports, has now become one of the top jewelry retail brands in India. So how have Tanishq Diwali Campaigns transformed Diwali to 'Tanishq Wali Diwali'?

The factors forged into the foundation of Tanishq Diwali Campaigns are - diversity, social classes, music, aesthetics, and realism.


The whole 'Aao Manaaye Tanishq Wali Diwali' series over the years has portrayed a diverse view of our country. From Punjabi to Bengali, till Tamilians, Tanishq has always shown an inclusive culture involving all castes of our diverse nation. Every so often they also launch campaigns in regional languages such as Bengali or Tamil. This norm widened the brand's audience immensely.

Social Classes

Along with depicting the splendor of 'the riches' Tanishq also depicts the struggle of 'the rags'.

Whether it's a husband wearing the same Kurta every year so he's able to gift his wife Jewelry for Diwali, or a newlywed (played by Rajkumar Rao) using the same Diwali lights for three years to save up and buy a piece of Tansihq, or a husband surprising his wife (played by Swara Bhaskar) when she least expects it.


Casting Deepika Padukone & her parents, and giving a glimpse of Deepika's intimate moments that encapsulate the reiteration of emotions, that share a warm vibe and express the changeless love.

A similar practice by the brand has also been observed in the "Happy Diwali from Tanishq" campaign featuring Amitabh Bachchan and Jaya Bachchan, which show us a goofy scenario shared between a hubby and the missus.


Whether it's the background score with soulful tunes of Sitar while they showcase their new collection, or the upbeat jingle for their Aao Manaye Tanishq Wali Diwali 2018 campaign, the music brought into play is submerged in our culture with lyrics that are descriptive and complement the campaign. Music has always been a glaring segment of Tanishq Diwali Campaigns.


The karigari seen in Tanishq's scintillating jewelry progresses on to the screen through these campaigns.

From the bangles that fall on a silk saree in the advert showcasing their Shubham collection, or the shots that devise the intricate designs of a delicate jewel, the campaigns render artistic aesthetics.

Over the years, Tanishq has transformed Diwali into 'Tanishqwali Diwali' by strongly banking on an inclusive and aesthetic marketing play.

Also Read: #Brand Saga Strong women & memorable ads: the Tanishq Advertising Journey

Aao Manaaye Tanishq Wali Diwali (2019)

Aao Manaye Tanishq Wali Diwali (2018)

Happy Diwali from Tanishq ft. Amitabh Bachchan & Jaya Bachchan

Sunehri Diwali ft. Amol Parashar

Divyam by Tanishq ft. Deepika Padukone

Nayi Shuruwat ft. Rajkumar Rao

Celebrate Diwali to the fullest ft. Swara Bhaskar

Utsava by Tanishq ft. Deepika Padukone

Diwali with Tanishq

Shubham Collection ft. Deepika Padukone

Tanishq X Padmavati

If we have missed out on any of your favorite Tanishq Diwali Campaigns, write to us at or let us know in the comments below. I'll wait (for my Diwali bonus, so I can gift my mom a piece of Tanishq).

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