Tanishq launches first ever digital film for Andhra Pradesh and Telangana for Ugadi

By

Isabelle Crossley

Published
Mar 21, 2023

Titan Company’s fine jewellery brand Tanishq has launched its first ever digital film created specifically for Andhra Pradesh and Telangana. The film is designed to launch the brand’s dedicated Ugadi collection and highlight its commitment to the local market. 

Tanishq’s first film for Andhra Pradesh and Telangana was made in partnership with media business Mind Your Language and is a 75 second story showing women’s strength, the brand announced in a press release on March 21. The film launches Tanishq’s Ugadi collection named ‘Vardhini’ which is inspired by traditions and culture and celebrates women’s empowerment, according to the brand. 
 
“Today, women are yearning to carve an identity for themselves and are creators of their own narrative,” said Tanishq’s general manager of marketing at Titan Company Ranjani Krishnaswamy in a press release. “The film is a tribute to the women who prosper and thrive in all their might and the Vardhini collection is truly a celebration of her extraordinary beauty and beliefs that make her stand apart.”

“Tanishq, like the protagonist Swati in our Ugadi film, has always stood out with their progressive and new thoughts,” said Mind Your Language’s creative director Deepan Ramachandran. “Their brief to us was to straddle the conventional celebration of Ugadi with the new-age thinking of today’s woman. That’s when we asked ourselves - Why shouldn’t today’s woman dream differently? We found the answer in the story of Swati.”