Mia by Tanishq has rolled out a campaign, 'Precious, every day', featuring actor Aneet Padda.

Conceptualised by Famous Innovations, the campaign comprises a film. The ad opens with Padda getting ready for an evening out. As she is putting on her jewellery, her sister enters and asks about the occasion and who she’s meeting. Padda responds with a knowing smile but says nothing. Later, standing in front of a mirror, taking a final look at herself, Padda reveals that she isn’t meeting anyone; she’s simply stepping out with her new jewellery piece, choosing to celebrate herself and the way it makes her feel. The message of the ad emphasises self-love and the idea of making oneself feel special every day, without needing a particular reason or another person.

What we think about it: The ad strikes a balance between understated storytelling and emotional resonance. It quietly champions self-love, confidence, and the idea that women don’t need an occasion, or a companion to feel special. The ad resonates with evolving consumer values, especially among younger audiences who resonate with themes of independence and authenticity.

The film released on 21 September.