Tanishq Launches ‘Her Choice’ Campaign, Celebrating Women’s Freedom to Choose
Chennai: This Women’s Day, Tanishq, India’s largest jewellery retail brand, has launched a thought-provoking film titled ‘Her Choice‘, which challenges conventional notions of empowerment and celebrates a woman’s right to define her own path.
Conceptualized by Autumn Grey, the film urges viewers to rethink the concept of empowerment, questioning whether it’s about meeting societal expectations or embracing one’s own choices, free from judgment.
The campaign shifts the perspective on empowerment, portraying it as a deeply personal and individual journey, rather than a predefined standard. Tanishq’s latest campaign highlights the simple yet profound truth that empowerment is not about what a woman chooses, but about her right to choose.
Pelki Tshering, CMO, Tanishq, said, “Tanishq has always celebrated every woman’s unique journey, her choices, and the strength that comes from being unapologetically her. Our latest campaign ‘Her Choice’ challenges the singular idea of empowerment, celebrating every woman’s right to define it herself.”
The film follows a woman who embodies strength and purpose, as she prepares for her day, only to reveal that she has chosen to be a homemaker, rather than pursuing a career. The narrative challenges the notion that empowerment must fit a specific mold, instead celebrating the freedom to define one’s journey.
Kopal Naithani, Director, Autumn Grey, said, “I believe that empowerment isn’t simply about the path you take—it’s about the freedom to choose it. Whether a woman builds a career or dedicates herself to her home, true strength lies in having that choice without judgment.”
