Tanishq, the Tata Group’s jewellery brand, has launched its Durga Pujo campaign ‘Srijonis of New Bangaliyana’, directed by Shoojit Sircar and created by Lowe Lintas. Featuring actress Mimi Chakraborty, the film presents four stories that reinterpret Bengali traditions — from role reversals in rituals to modern expressions of family and gender dynamics — all set to a contemporary version of Tagore’s Ekla Cholo Re.
The campaign highlights Bengali women as the driving force of cultural evolution — rooted in tradition yet open to change. Alongside, Tanishq introduced its festive jewellery collection Aabahon, blending classic Bengali aesthetics with modern design, celebrating women who carry heritage forward while reshaping it for today.