How Tanishq was able to change the conversation from contemporary jewellery for weddings to jewellery for contemporary weddings. Weddings offer the biggest opportunity for any jewellery brand in India. Being the only national jewellery brand and known for its contemporary jewellery, Tanishq decided to take the high ground on weddings – a contemporary wedding. This was brought to life through the idea of Remarriage. Despite the fact that remarriage carries a social stigma in India, Tanishq was able to weave a beautiful story that changed the conversations around remarriage in India.
