In a MediaBrief exclusive, Pelki Tshering, Chief Marketing Officer at Tanishq, speaks about the insight behind the brand’s latest campaign Souls in Symphony, the evolving nature of female friendships, and the decision to bring together Ananya Panday, Sushmita Sen and Radhika Apte. Tshering also shares Tanishq’s approach to connecting with younger consumers, the role of storytelling in building brand relevance, and how digital platforms are shaping deeper consumer engagement. Read on.
Tanishq, the jewellery brand from the House of Tata, has unveiled its latest natural diamond collection, Souls in Symphony. Crafted with 100% natural diamonds and gemstones, the collection celebrates sisterhood and modern-day camaraderie—honouring the relationships and shared experiences that shape women’s lives today.
The campaign brings together Ananya Panday, Sushmita Sen, and Radhika Apte. Each brings a distinct perspective, yet together they embody a contemporary bond rooted in mutual admiration, acceptance, and joy.
According to the company, the inspiration for Souls in Symphony came from an observation Tanishq gathered through ongoing conversations with women across generations. The brand found that female friendships are no longer defined by common interests or life stages alone—they are becoming more intuitive, built on genuine appreciation for one another.
Speaking about this insight, Pelki Tshering, Chief Marketing Officer at Tanishq, says: “The campaign emerged from our interactions with modern Indian women. What we noticed was the rise of a beautiful new form of friendship and camaraderie among women. It’s not just about people who are similar coming together; it’s about women with different personalities, experiences, and backgrounds forming deeper, more intuitive connections.”
She continue, “These relationships are built on mutual respect, celebrating one another, uplifting each other, and showing up for each other despite their differences. We felt this evolving dynamic deserved to be celebrated, and that’s what Souls in Symphony brings to life.”
Why Ananya Panday, Sushmita Sen and Radhika Apte came together
One of the most distinctive aspects of the campaign is its casting, which brings together Ananya Panday, Sushmita Sen and Radhika Apte. Speaking about the thought behind the casting, Tshering says, “Ananya Panday, Sushmita Sen, and Radhika Apte each represent a distinct expression of womanhood today. One is a new-age star, one is an icon of enduring grace, and one is a bold cinematic voice.”
She continues, “What connects them is their individuality, confidence, curiosity, and depth. We wanted to showcase how women can be very different from one another, yet share a strong and intuitive bond rooted in mutual respect. We also tried to keep each personality authentic in the film while allowing that sense of camaraderie to shine through naturally.”
Tshering adds, “It’s also worth mentioning that the film was directed by Shoojit Sircar, and this was the first time all three women and Shoojit came together for a project. His storytelling style helped capture the unspoken warmth between them through fleeting glances, banter, and spontaneous laughter.”
Building relevance with younger consumers
While Souls in Symphony is rooted in a universal human insight, it also serves a strategic purpose for the brand. As younger consumers enter the jewellery category with evolving expectations and purchasing behaviours, Tanishq has been actively working to ensure its communication and product offerings remain relevant to their lifestyles.
On the brand’s approach to building relevance with younger audiences, Tshering says, “For us, any modern Indian woman is someone we’d love to connect with, regardless of age. We consider it a success if she feels that Tanishq understands her.”
She continues, “Over the past year and a half, many of our campaigns have been designed to resonate with younger audiences, not only through storytelling but also through product offerings. For example, the Festival of Diamonds campaign, anchored by Ananya, featured designs that reflected younger consumers’ preferences in terms of silhouettes, versatility, and price points.”
“Similarly,” she says, “our recent Hues collection introduced natural coloured gemstones with designs that could seamlessly fit into daily wear, office wear, or occasion dressing. Building relevance and affinity with younger audiences is a key priority for us.”
Beyond Jewellery: Creating meaningful consumer connections
While jewellery campaigns are often associated with craftsmanship, design, and occasion-led storytelling, the brand says that Souls in Symphony was conceived with a larger emotional objective in mind. Elaborating on this broader objective, Tshering says, “At Tanishq, connecting with our customers has always been our most important objective. We constantly strive to stay in tune with their evolving needs, whether that’s through emotional storytelling, product design, styling preferences, pricing, or usage occasions.”
“Souls in Symphony is a reflection of modern friendships among women. It’s about saying, ‘I see you, I get you, I understand you.’ Sometimes it’s about celebrating each other, and sometimes it’s about standing by one another.”
“At the same time,” she adds, “the campaign also reflects this spirit through the product range. Whether consumers are looking for diamond jewellery, diamonds with natural gemstones, everyday pieces, or occasion wear, the collection offers a wide variety of options. Ultimately, the campaign is about building affinity and reinforcing that Tanishq understands and responds to what today’s women are looking for.”
In this sense, she says that the campaign bridges emotional storytelling with product relevance, ensuring that the narrative remains both meaningful and commercially aligned.
The expanding role of digital in storytelling
Finally, moving from the thinking behind the campaign to how it is being amplified, Tshering says, “We have a very balanced and layered media approach. Large-reach platforms such as television and outdoor media continue to play an important role in building scale and helping us tell stories through audio-visual formats.”
“At the same time,” she says, “digital has become far more central to how we communicate. It allows us to tell richer and more nuanced stories, engage different audience segments, especially younger consumers, and create multiple entry points into the brand.”
Overall, she says, “We’re increasingly investing in content-led platforms, social media, and collaborations to create more immersive brand experiences. While the television commercial may be the starting point, audiences will see a larger ecosystem of social-first and outdoor-first initiatives around the campaign.
“Each touchpoint,” she reiterates, “serves a distinct purpose—whether it’s building reach, creating meaning, or driving action—and together, they help deepen our connection with consumers.”
As Tshering highlights, the campaign is not only about celebrating a collection but also about understanding the evolving lives and relationships of consumers. With Souls in Symphony, Tanishq seeks to create a narrative where jewellery becomes a reflection of connection, individuality and shared moments.
