TLDR: Tanishq has launched its new Durga Pujo TVC, ‘Srijonis of New Bangaliyana,’ conceptualized by Lowe Lintas and directed by Shoojit Sircar. Featuring Mimi Chakraborty, the campaign celebrates modern Bengali women who embrace and redefine cultural traditions, alongside the unveiling of their Aabahon gold collection.
Tanishq, India’s largest jewellery retail brand from the house of Tata, has launched its latest Durga Pujo TVC titled “Srijonis of New Bangaliyana”. Conceptualized by Lowe Lintas, this film is an ode to Bengali women who not only embrace culture but also have the courage to redefine it. At its heart lies the Tanishq woman, someone who takes pride in her roots, yet dares to chart her own course. She is rooted in tradition, but not bound by it, she reimagines rituals, reshapes narratives, and creates a culture that is uniquely her own.
Set to the evocative melody of Rabindranath Tagore’s Ekla Cholo Re, beautifully reimagined in a fresh modern rendition voiced by a female singer, this thought-provoking film has been conceptualized and directed by celebrated filmmaker, Shoojit Sircar. The film features renowned Bengali actress Mimi Chakraborty, who acts as a sutradhaar in this film and has shared a long association with the brand. The narrative unfolds through a series of four heartfelt moments; the story begins with the groom’s mother at the wedding, breaking away from a cultural taboo and being welcomed by the daughter-in-law with sheer love as family. Then, we witness the innocence of a little girl and her brother reimagining the Bhai Phonta ritual with equality, where the sister too receives Phonta. The narrative shifts to a spirited young woman who, with humor, embodies the strong, fierce Bengali spirit reminding her husband of his own words and encouraging him to chase his unconventional dream of film school, while she takes on the role of provider. The story concludes in a graceful waltz, a celebration of Bengali women who is always ahead of their time, embrace the new, blend tradition with fresh influences, and bring generations together in harmony and joy. Each story brings alive the Srijonis who take their heritage forward by reinterpreting it for today, recreating what doesn’t align with them, and shaping newly the culture according to her in their own way.
The film culminates in an inspiring montage of women captured in candid, authentic moments, each reimagining, recreating, and redefining the way she embraces cultural traditions. It celebrates the many shades of Bengal’s spirit while highlighting the timeless elegance of Tanishq jewellery. With its emotional depth, cultural resonance, and soulful soundtrack, the film goes beyond a festive greeting; it is a heartfelt tribute to the evolving yet enduring identity of the modern Tanishq woman.
Speaking on the launch of the film, Mr. Arun Narayan, VP Retail & Marketing, Tanishq, shared, “The story of Bangaliyana is written each day by its women — the Srijonis who keep it alive, ever evolving, ever beautiful. They are the living spirit of tradition, carrying it tenderly across generations while fearlessly reimagining it for today. Through themes of love, equality, and generational connection — brought alive by Shoojit Sircar’s direction and lifted by the stirring notes of Tagore’s Ekla Cholo Re — their strength, grace, and creativity shine at the heart of the story. The film celebrates every Bengali woman who, in shaping her own journey, allows culture to flourish more beautifully each day. It is this collective power of women — to nurture, to inspire, to transform — that Tanishq celebrates.”
Speaking on the film, Shoojit Sircar, film director, said, “The script explores everyday conversations like ego, choices, traditions, and I wanted to show them with honesty and care. While filming, I focused on the quiet tensions that shape relationships. For me, Srijoni, lies in capturing these truths. Bengali women are themselves Srijoni, their strength, resilience, and creativity bring life to every story
Speaking on the film, Arpan Bhattacharya, Executive Director, Head of Creative, South, Lowe Lintas, said, “Rooted in culture yet modern enough to change traditions that she doesn’t agree with. Opinionated yet open-minded. Fierce yet loving. Proud of her own history but knowledgeable about the history of others. The quintessential Bengali woman is all this and much more. And that’s why she’s comfortable honouring the past but also shaping the future. It is these women that we wanted to celebrate with this campaign.”
On Durga Pujo, Tanishq also unveiled its latest gold collection, Aabahon, crafted for the women of today. Rooted in the idea of Bangaliyana the experience of Bengali culture that embraces both its timeless traditions and its modern expressions.
