Rivaah by Tanishq, the wedding jewellery division from the Tata-owned brand, has launched a new campaign promoting the idea of marriage as a union of equals.
Conceptualised by Lowe Lintas, the campaign focuses on the evolving role of modern brides who play an active part in shaping their wedding journey and future. The central message, “For Marriages Crafted by You,” reflects a shift in the portrayal of marriage in India as a partnership grounded in equality and mutual respect.
Multilingual Film Celebrating Diversity
As part of the campaign, Tanishq has released its first-ever multilingual television commercial, running three minutes in length. The film features an ensemble cast of actors from various regions, including brand ambassadors Nayanthara (representing Southern India) and Mimi Chakraborty (for Bengal), alongside veteran actress Shobha Khote. By incorporating actors from different cultural backgrounds, the campaign highlights the diverse traditions and practices surrounding Indian weddings while reinforcing the universal theme of shared responsibilities within marriage.
The film highlights the role of modern brides who embrace both traditional values and modern independence. In a subtle narrative, it questions long-held societal expectations, specifically why the burden of adapting and compromising in marriage typically falls solely on the bride. The groom, portrayed as an equal partner, is shown sharing the responsibility of navigating life after marriage, challenging conventional ideas of marriage and offering a more balanced outlook.
Reinforcing the Modern Bride’s Role
The campaign portrays today’s brides as decision-makers in their wedding journeys, blending tradition with modernity to reflect their individual preferences. The narrative portrays them as key participants in their weddings, ensuring that the day is a reflection of their identity and partnership.
Pelki Tshering, Chief Marketing Officer at Tanishq, elaborated on the campaign’s core message: “Rivaah by Tanishq sees marriage through the eyes of modern brides from regions across India. Today, with the evolving dynamics of relationships, our brides play an active role in crafting marriages that are uniquely theirs. Our campaign highlights the significance of equal partnerships, where both individuals embrace change together. Through this narrative, we celebrate every bride’s ability to create a marriage that reflects her identity, her path, and the future she and her partner will build together.”
Challenging Traditional Gender Roles
The campaign addresses longstanding gender roles within marriage, presenting a more progressive view. Traditionally, women have been expected to bear the primary responsibility for adapting to life after marriage, which often includes changes such as relocating or adjusting to new family dynamics. Tanishq’s film flips this narrative by illustrating scenarios where men take on these adjustments, reinforcing the idea of shared responsibility.
Kopal Naithani, founder and director of Superfly Films, which produced the ad, commented on this shift: “The new Rivaah film raises the question of what modern marriages should look like. Traditionally, the burden of change and adjustment in a marriage has often been placed on the bride, reflecting societal expectations of women. However, the Rivaah film reimagines these norms by suggesting that the responsibility of change should not rest solely on the bride. Instead, it presents a more balanced and equitable vision of marriage, emphasizing mutual respect and shared responsibility.”
This message is echoed by Arpan Bhattacharyya, head of creative at Lowe Lintas, Bangalore: “A marriage is a new chapter for all involved. Why then should the onus of changing, adapting, and compromising rest with the woman and her side of the family? A marriage of equals should mean that both sides take up the responsibility for change. Equally. That’s the message this campaign is designed to convey.”
