Tanishq, India’s leading jewellery brand from the Tata Group, has launched a new television film that pays tribute to the lasting emotional value of natural diamonds. The campaign brings together two cultural icons—Shabana Azmi and Javed Akhtar—in their first-ever on-screen appearance as a couple, offering audiences a rare glimpse into a love that has stood the test of time.
Conceptualised by Kommune, the film centres around Tanishq’s Soulmate Diamond Pair and forms part of a larger storytelling series focused on the meaning, rarity, and authenticity of natural diamonds. Rather than relying on spectacle, the narrative unfolds through an intimate, reflective conversation between the couple, rooted deeply in their real-life relationship.
The film captures the ease and warmth of a bond shaped by years of companionship. Shabana Azmi and Javed Akhtar reflect on how their shared cultural roots once led people to assume their marriage was arranged, only to reveal how naturally their lives, thoughts, and values aligned. Their exchange is layered with affection and humour—highlighting shared sensibilities alongside gentle contrasts, from Shabana’s attention to detail to Javed’s more spontaneous nature.
At its emotional peak, the story draws a subtle yet powerful connection between enduring relationships and natural diamonds. The Soulmate Diamond Pair—crafted from a single, billion-year-old natural diamond—becomes a metaphor for love that is rare, unrepeatable, and shaped over time. The authenticity of the couple lends credibility and depth to this symbolism, reinforcing the idea that certain bonds, like natural diamonds, cannot be replicated.
Beyond the central film, Tanishq continues the conversation through additional narratives that focus on trust and transparency in diamond buying. These stories spotlight the brand’s Diamond Expertise Centres, recently introduced across stores, which empower customers to evaluate their diamonds using advanced tools that verify origin, authenticity, and light performance.
Through this campaign, Tanishq underscores a key belief: while design preferences may evolve, the emotional value and permanence of natural diamonds remain unmatched. As consumers increasingly seek meaning, assurance, and longevity in their jewellery choices, the brand positions natural diamonds as enduring symbols of love and commitment.
Commenting on the launch, Pelki Tshering, Chief Marketing Officer, Tanishq, shared that some moments and relationships call for nothing less than a natural diamond. She noted that Shabana Azmi and Javed Akhtar beautifully embody a relationship that has grown richer with time and individuality. She also highlighted that Tanishq’s Diamond Expertise Centres offer customers complete confidence by enabling transparent verification and a deeper understanding of their diamonds—ensuring trust at every step of the journey.