Aneet Padda Stars in Mia by Tanishq's Heartfelt Festive Campaign

Tanishq, the jewellery brand of the Tata Group, has just launched a new festive campaign, Precious, Every Day, with a 22-year-old actor Aneet Padda as its brand ambassador.

The campaign inspires women to embrace themselves both daily and not only on special categories with jewellery that is personal and empowering.

Aneet Padda, a new Gen Z influencer, who has appeared in the hits of streaming platforms such as The Family Game and speaks about mental health, adds a refreshingly familiar spark to the movement..

“I’m so excited to represent Mia,” Padda said. “This brand is all about embracing your own sparkle every day, not waiting for a big moment. It’s about feeling good in your own skin.” Her down-to-earth charm makes her a perfect fit for Mia’s message of self-love and confidence.

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The campaign features a heartwarming 60 seconds-long film, produced by Famous Innovations and directed by Shibasish Bandyopadhyay. It takes place on the evening in a small apartment in Mumbai, where Padda prepares to go out. As she puts on a bold choker from Mia’s new Manifest collection, she shares a playful moment with her on-screen sister, saying with a grin, “Tonight, I’m dressing up for me.” The Manifest collection incorporates classic Indian patterns such as paisleys and lotus patterns with contemporary flair, made in 18k gold, diamonds, pearls, colorful sapphires, and some rare aventurine quartz. These are practical items that can be used at work and on the evening out.

Shyamala Ramanan, Business Head of Mia by Tanishq, explained the campaign’s vision: “Today’s women celebrate themselves every day, not just on special occasions. Aneet’s genuine spirit reflects that, making her the ideal ambassador for Mia.” Since its launch in 2018, Mia has grown into a favorite for millennial and Gen Z women, with over 100 stores across India and a strong online presence.

Mithila Saraf, CEO of Famous Innovations, added, “This campaign reminds women they’re special every day. Mia’s jewellery is a way to celebrate yourself, no occasion needed.” The campaign will launch this Diwali across social media, digital platforms, and in-store events, including fun quizzes to help customers find their perfect Mia piece. With festive sales expected to rise 25% from last year, Mia by Tanishq is ready to shine.

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The involvement of Padda in the campaign underscores her expanding influence and also serves to reinforce the idea of Mia and her desire to empower women with meaningful everyday luxury. When the film concludes with the positive grin on Padda it serves to remind the audience: the best excuse to shine is that you are what you are.