Written By Women (2024-25)
Tanishq
Tanishq, the modern jewellery brand, has always been a loyal companion to the modern Indian woman. Through progressive storytelling, the brand has pitched the Tanishq woman as the harbinger of change in every facet of her adult life- she changes the narrative on the ‘maternity break’ in the workplace, she calls for empathy for blue-collar workers in a building society meeting, and even rewrites pre-wedding conversation, as pre-marriage conversation. This series, in so many ways, is her origin story.
Film 1: Fathers, Written by Daughters
Fathers in Indian popular culture have been set in moulds- they are either absent parents, or mollycoddling dads who give birth to the ‘papa ki pari’ archetype, or are strict fathers who have a change of heart overnight. In real life, though, these moulds often overlap and evolve. A huge credit for this goes to daughters- their questions, rebellions and radical candour through which they encourage their fathers to evolve. Tanishq’s new film is an ode to the dads who keep up with all of the above. This Father’s Day film was shared widely on social media, and lauded by key opinion leaders across India.
Film 2: Brothers, Written by Sisters
For a rare advertising sequel, we returned to this universe to explore the most “equal” relationship in a family- the one between siblings. In Indian families, the brother-sister bond is often built on teasing and shared mischief. But underneath the banter lies a powerful truth: a sister is often a boy’s first window into empathy, fairness, and emotional honesty. Through their everyday fights and fragile truces, he learns to share, to listen, to apologise, and sometimes, to unlearn. Brothers Written by Sisters traces this quiet transformation. Set across different life stages, the film shows how the presence of a sister subtly shapes a boy’s sense of self and fairness- turning him into a man who values equality, respect, and emotional depth.