Tanishq, India’s most trusted jewellery brand launches ‘Dua Ka Sona 2.0’ to bring to light Tanishq’s spirit of giving in this pandemic and hour of need. True to the proposition of Dua Ka Sona, the campaign showcases a heartwarming message that every little act of support and kindness is a blessing earned and when you choose Tanishq, you choose gold that is enveloped with the blessings of every life it has touched and earn immeasurable blessings by supporting people that need it the most, that is Karigars and the community at large. Which we fondly call “blessed gold”.

Like all Tata Group Companies, Tanishq ingrains goodness in their ethos. It has always been conscious of its responsibilities towards the community and the environment. The recent tough times has urged Tanishq to do more; not just for the customers but also for the Karigars and hence the inception of Dua Ka Sona 2.0. Conceptualized by WYP Brand Solutions, the campaign brings to light the ethical, responsible and sustainable business practices employed by the brand since its inception and how these are all the more relevant in the current context.

Understanding and quickly nurturing the needs of the Karigars and community at large, Tanishq walked and continues to walk the complete mile to help more than 20,000 families in every way possible, big or small. From supplying essentials and medicines to the elderly, from providing food to over 15000 karigars and migrants to arranging special financial aid, from virtual up-skilling and vocational training to enable Karigars to further enhance their skill sets and strict adherence to sanitize and follow safety norms is all a part of the deeper Karigar connect program. These blessings from the karigars, who have benefitted from the initiatives and from the environment as a whole is what makes it Dua Ka Sona. Goodness was extended in more ways by providing essentials, PPE’s and medicines to Covid warriors and communities in need, thus helping the entire value chain involved in standing together in these trying times.

Tanishq puts these under the spotlight in the film through the touching stories, smiles and duas of Alok, Samar, Arifa and Parvati among many more.  In the signature Tanishq style, the video emotionally highlights the sentiments in the context of a wedding and naming ceremony of a baby

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