Tanishq has launched a new edition of its Festival of Diamonds campaign featuring actor Ananya Panday, with a collection of natural diamond jewellery focused on design innovation and everyday wear.

The collection spans earrings, rings, pendants, neckwear, bangles and bracelets. It introduces four design techniques: CNC Rainbow Plating, Floating Diamonds, Reflection Illusions and Form Illusions. These techniques explore how light, movement and viewing angles influence the appearance of diamonds in jewellery.

The CNC Rainbow Plating Technique uses surface treatments to alter the interaction of light with jewellery, while the Floating Diamonds concept creates the visual effect of diamonds suspended above a gemstone base. Reflection and Form Illusions change the appearance of pieces when viewed from different perspectives.

The collection is priced from Rs 40,000 onwards and targets first-time natural diamond buyers as well as existing customers. Tanishq also offers a catalogue of more than 10,000 natural diamond designs across its retail network.

The campaign film features Panday in a narrative built around a child mistaking reflections from diamond jewellery for sunlight. The film uses this interaction to highlight the sparkle of natural diamonds.

Pelki Tshering, Chief Marketing Officer, Tanishq, said the collection aims to expand the design possibilities of natural diamond jewellery through new techniques and contemporary styling.

The campaign is being promoted across Tanishq’s retail outlets and digital platforms, with the collection available in stores and online.