Tanishq enters natural gemstone segment; ropes in Triptii Dimri for Akshaya Tritiya campaign

Tanishq has forayed into the natural gemstone category with the launch of its new collection ‘Hues’, unveiled ahead of Akshaya Tritiya. The campaign features actor Triptii Dimri as its face and signals the brand’s strategic move to tap into a growing consumer interest in gemstone jewellery in India.

Conceptualised by Lowe Lintas, the campaign film visually explores the transformative power of colour. Set in a muted, almost paused world, the narrative follows Dimri as she selects a piece of jewellery, triggering a vivid burst of colour that brings the surroundings to life. The film uses this transition as a metaphor for individuality, choice, and self-expression.

Crafted in 18kt gold, the collection features gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. The designs incorporate techniques like cabochon cuts, layering, and sculptural forms to create depth and movement, inspired by the vibrancy of an Indian summer.

Pelki Tshering, Chief Marketing Officer at Titan Company Limited, said the launch marks a shift towards a more contemporary and expressive consumer. She noted that the collection and campaign together reflect the evolving mindset of the modern Tanishq customer, who seeks jewellery that mirrors individuality and personal style.

Speaking on the campaign, Triptii Dimri highlighted how the collection captures the instinctive nature of choosing jewellery based on mood, making it less about occasions and more about self-expression.

Starting at ₹30,000, the ‘Hues’ collection will be available across Tanishq stores nationwide. To coincide with the festive period, the brand is also offering promotional benefits, including discounts on making charges, gold rate protection, and exchange offers.

With this launch, Tanishq strengthens its portfolio while positioning natural gemstone jewellery as a key growth category in India’s evolving jewellery market.