Tanishq’s Pujo Campaign Celebrates Bengali Women

 To celebrate the most awaited festival of Bengal, Tanishq, India’s largest jewellery retail brand from the house of TATA, has launched a new campaign ‘Aishani’ which is an ode to the resilient spirit of women of Bengal. Conceptualized by Lowe Lintas Bangalore for Tanishq, the Pujo campaign rooted in the essence of Bengal's women, celebrates their unwavering strength, progressive thinking, unique perspective, and their ability to stand up for what they believe is right.

The film is set on the premise of the strength and perspective so powerful that every Bengali woman withholds. The film encompasses the aspect of how every empowered Bengali woman embodies the strength to stand by her convictions, empowers those around them, and is a source of inspiration for generations to come. Their perspective is a powerful force that shapes not only their own lives but also the society around them. In a land graced by the presence of Maa Durga, every Bengali woman possesses the courage to take a stand for herself. 'Shorboroope Debi, Shorboroope Shokti' encapsulates this essence, paying homage to the divinity and power within every Bengali woman.

Tanishq's Pujo campaign this year encapsulates the authentic essence of Bengal's women, accentuating their distinct perspectives and intuitive way of perceiving the world. Through a compelling narrative by Lowe Lintas, the campaign shares inspiring stories, from a stay-at-home father's journey to the intriguing dynamics of an arranged marriage conversation. The film illuminates how women's unique perspectives not only set them apart but also empower them to envision the world through a transformative lens.

As an initiative from Tanishq, a brand renowned for championing women's perspectives, this campaign aligns perfectly with its mission. The film at the heart of the campaign tells the story of a young girl in Bengal who draws inspiration from the strength she witnesses in the women around her. Initially, she views strength as purely physical, but as she grows and learns from her surroundings, she begins to grasp that true strength extends far beyond the physical realm. She comes to understand that genuine strength is rooted in staying true to one's beliefs and values. These early lessons become the foundation upon which she builds her own path, fostering her future thinking marked by resilience, empowerment, and a commitment to her convictions.

Speaking about the campaign, Ranjani Krishnaswamy, GM – Marketing, Tanishq, Titan Company Ltd, said "This Pujo, like every year, we celebrate the Aishani’s of Bengal – The women of Bengal who epitomize the strength of progressive thought, the courage to break stereotypes and the unwavering spirit of Maa Durga to lead the path of what is right. 

Their cultural upbringing, enriched with strong female role models including Maa Durga herself, juxtaposed with their sense of responsibility of passing on a better world order to the next-gen, builds in them unwavering confidence to empower themselves but also those around them. 

Tanishq is proud to be a part of their stories, their struggles, their courage, celebrating their remarkable, diverse journeys. Aishani by Tanishq is not just jewellery; it is community of strong Bengali women, a symbol of their enduring power, and a celebration of the legacies they have built.”

Speaking about the campaign, Sonali Khanna, President and Branch Head, Lowe Lintas Bangalore said “The goddess Durga is a tremendous source of inspiration for all Bengali women and is worshipped as an embodiment of strength and willpower. 

Coincidentally, Tanishq is a brand that believes deeply in the power of women, and the crucial role they play in our society. We saw the emotional strength and self-belief of Bengali women as a perfect complement to the brand’s core ideals and were keen to present this unique facet of Bengali culture to the world. Making every woman live the experience of Shorboroope Devi, Shorboroope Shakti.”