Tanishq, the Tata Group’s jewellery brand, has unveiled a new television commercial that pays tribute to the enduring value and emotional depth of natural diamonds. Conceptualised by Kommune, the film continues Tanishq’s storytelling around authenticity and permanence, placing the spotlight on its Soulmate Diamond Pair.
The campaign brings together Shabana Azmi and Javed Akhtar for their first-ever on-screen appearance as a couple. Drawing from their real-life relationship, the film unfolds as an intimate conversation that reflects companionship, individuality and quiet understanding. Through gentle humour and reflection, the narrative draws a parallel between enduring human bonds and natural diamonds rare, irreplaceable and shaped over time.
At the heart of the story is the Soulmate Diamond Pair, crafted from a single billion-year-old natural diamond. The reveal symbolises a relationship that balances contrast and compatibility, reinforcing the idea that true value lies in rarity and emotional significance rather than surface perfection.
Alongside the film, Tanishq is also strengthening consumer education around natural diamonds. The brand is highlighting its Diamond Expertise Centres, where customers can use advanced tools to assess a diamond’s origin, authenticity and light performance offering greater transparency and confidence in purchase decisions.
Pelki Tshering, Chief Marketing Officer, Tanishq, said the film reflects moments and relationships where “only a natural diamond will do,” while Roshan Abbas, Managing Director at Kommune/RAP, described the collaboration as a special opportunity to capture the couple’s quiet authenticity. Together, the campaign reinforces Tanishq’s belief that natural diamonds are not just jewellery, but lasting symbols of emotion, trust and time.