India – Tanishq International has launched a new campaign for its ‘Navya’ jewellery collection ahead of ‘Akshaya Tritiya’, developed in partnership with Monks India. The campaign runs across the USA, GCC markets, Singapore, and other international regions, targeting the Indian diaspora.
Akshaya Tritiya, a key gold-buying occasion in India, comes amid heightened global attention on gold prices, which have reached near-record levels in recent months, reinforcing its status as a safe-haven asset.
The creative approach was developed with Monks India, which supported strategy and execution, with a focus on diaspora-led storytelling during a peak retail period.
At the centre of the campaign is a short film set in New York, following a young Indian chef at a defining moment in her career. The narrative connects her journey to early lessons from her father’s kitchen in India, highlighting themes of persistence and personal growth.
Rather than focusing on traditional purchase-led messaging, the campaign frames prosperity as a long-term outcome shaped by resilience, discipline, and craft. It aims to reflect the experiences of diaspora communities, where success is often associated with sustained effort and long-term ambition.
Commenting on the campaign, Sonali Khanna, Head of Business and Integration at Monks India, said, “While crafting our communication for the Indian diaspora living abroad, we decided to focus the spotlight on their achievements, rather than simply touting our own. Hence, the campaign celebrates their journey to prosperity, and offers the gorgeous Navya Collection as a fitting tribute to their spirit.”
Aditya Kejriwal, Head of Marketing, Jewellery – International Business Division, Titan Company Limited, added, “Our latest campaign honours the quiet determination behind their success and reinforces our belief that jewellery is not just an adornment, but a marker of personal milestones and values. We are especially proud to spotlight the modern Indian woman – resilient, driven, and shaping her own destiny. We are also delighted to have partnered with Monks on bringing this beautiful narrative to life.”
The Navya collection draws on traditional Indian jewellery craftsmanship, featuring diamond-led designs and gold pieces positioned as contemporary interpretations of cultural heritage.
