Tanishq Launches ‘Aishani’ Collection Posted on | Adgully

Tanishq, India’s most trusted jewellery brand has launched a new TVC film this Durga Pujo. The film celebrates the strength, spirit and zest of the modern and progressive Bengali women through an all-women organized and supported community Pujo pandal.

The film dwells on a unique and novel concept and features three protagonists who are at the helm of the organizing committee of pujo and charts out the contributions from an all women group – starting from the female potter at Kumortuli, to the women and girls helping out with all aspects of the pandal preparations, to the female purohits and dhaakis. Devi Durga being welcomed by the Bengali women who are no less than Devis themselves is a real treat to the eyes.

This very scenario is not so uncommon in present day Bengal and this pujo, Tanishq wanted to pay a tribute to this very spirit of contemporary Bengali society. Just like Tanishq’s other festival centric TVC films, this one too is high on emotions and essentially captures the pujo sentiments beautifully. The lively background score in the TVC has been penned down by the celebrated lyricist, Chandril from the reknowned Bengali band, Chandrabindoo.

Speaking about this film, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division at Titan Company Limited, said: “For the first time ever in Bengal, the concept of an all women led pujo pandal has been showcased in our TVC for Pujo. Traditionally, the potter, the priest and the dhaakis have always been men but over the past few years, women have actively taken on these roles as well and this is what we have portrayed in our film too. It’s all about celebrating the spirited and forward-thinking Bengali women right from the female potter, the Pujaran, the female Dhaakis and definitely the women who hold it all together and how they  do their bit to bring alive the festivities with a lot of passion and zeal.

We have attempted to showcase the same emotion through this film and as Tanishq, we are proud to adorn the Devis of Bengal who adorn Devi Durga with so much love and enthusiasm.”

Quoting the film, Sagar Kapoor, National Creative Director at Lowe Lintas, said, “When one thinks of Durga puja in Bengal, one tends to focus on the religious aspects. But the festival is also a celebration of the strength and beauty of every woman. Tanishq shines a spotlight on women who exemplify the inner grace of the goddess. And brings alive the festival’s true spirit by celebrating these women.”

With this TVC film, Tanishq urges Bengali women to make its latest collection– ‘Aishani,’ a part of their Pujo celebrations. Exclusively curated for the biggest festive season for Bengalis, Aishani range starts at Rs. 10,000. Available at all Tanishq stores in West Bengal.

This article was originally published on Adgully