Wednesday, 5th October 2005 (3838 views)

National jeweller Tanishq has launched its latest line of jewellery in stores throughout India with a series of television commercials.

The company's New Tales of Tradition campaign aims to provide a "kaleidoscopic snapshot" of India by creating a modern take on India's historic past.

According to Tanishq, the new collection pays homage to the traditional designs of Indian jewellery and has new sections of Taj, Temple and Rajputana jewellery.

Many of the pieces are fashioned from 22-carat gold as well as an array of stones ranging from diamonds to tourmalines.

Tanishq's Mr Venkataraman commented: "Through our new campaign we have tried to realize the potential of a vital segment of the jewellery industry that enjoys great acceptance and promises a tremendous future."

By fusing modern individuality and traditional influences, it is hoped that the collection will appeal to today's woman.

"It is to adorn this evolved woman that Tanishq Design Studio has come up with a dazzling array of jewellery, which takes inspiration from the past," Mr Venkataraman suggested.

Tanishq is the country's largest jewellery retail chain and provides jewellery in both 18 and 22-carat gold.

 

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