Tanishq celebrates sisterhood with Ananya Panday, Radhika Apte and Sushmita Sen
Directed by Shoojit Sircar, the campaign spotlights the brand's natural diamonds collection.
Tanishq has rolled out a campaign, 'Souls in Symphony' for its natural diamonds collection. Directed by Shoojit Sircar, the campaign features actors Ananya Panday, Sushmita Sen, and Radhika Apte.
The campaign film unfolds in an intimate backstage setting as the three women prepare for an event. As they are getting ready, one particular piece of jewellery catches Panday's attention. Apte notices her interest and tells her that Sen has already selected that piece. From a distance, Sen observes the exchange. She then walks over to Panday, gently asks her to turn around, and carefully fastens the jewellery on her.
A defining moment comes when a Tanishq diamond necklace is passed between the three women. As it is tried on, Panday’s playful remark, “Ye bhi kaafi beautiful hai” while pointing towards the mirror, shifts attention from the jewellery to the shared moment itself. What follows is an exchange of laughter and ease, reflecting a bond built on comfort, trust, and mutual appreciation.
What we think about it: The film strikes a good balance between celebrity presence and product focus—the star power enhances the narrative without overshadowing the jewellery. The product is seamlessly integrated into the story, making it feel like a meaningful part of the emotional moment rather than a forced brand placement.
Pelki Tshering, chief marketing officer, 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. 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.”
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. 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.”