Tanishq unveils new wedding brand ‘Rivaah’

Hyderabad, Apr 9 (FN Representative) Tanishq, India’s most-loved jewellery brand from the TaTa Group, on Friday announced it has unveiled a new brand proposition for its wedding exclusive sub-brand Rivaah– ‘A Jewel for every Tradition’. Every piece of wedding jewellery is a symbol of beautiful rituals that are the soul of a wedding. Understanding this very emotion, Rivaah for Tanishq unveiled the new brand proposition of ‘Jewel for every tradition’ for the millennial brides-to-be, the company said in a release here. The new campaign film showcases a series of brides from six communities – Punjabi, Bihari, Marathi, Bengali, Telugu and Tamil and even though the stories showcase cultural diversity inherent to Indian weddings, they sync up to deliver a coherent message – our rich heritage that forms the backbone of our weddings.

On the product’s front, Rivaah by Tanishq has balanced regional designs with a modern look. Through its superior craftsmanship, Tanishq brings elegance and new age aesthetics to regional trousseaus. The Jewels from Rivaah incorporate fine workmanship with beautifully recreating inspiration from Indian embroideries of various states of India like Phulkari, Gottapatti, Sujani, Kashida, Kantha beautifully put together on a canvas for jewellery designs. We have picked up patterns like Floral motifs, Pine, Chinar, Creepers, Geometric patterns that celebrate the luxuriance of Indian thread work.

The new designs under Rivaah exuberates richness with the use of unique karigari techniques like- Spring wire, Chandak work, Filgree, Rawa work. Speaking about Rivaah, Ranjani Krishnaswamy, GM – Marketing, Tanishq, Titan Company Ltd, said “Weddings are undeniably one of the most memorable moments of our lives and wedding jewellery holds a special place in our hearts as it embodies priceless sentiments, symbolises our diverse ethnicities and the richness of our traditions. Rivaah by Tanishq celebrates this richness and diversity of Indian weddings from the lens of a National Local Jeweller, said Ranjani. Rivaah by Tanishq has a wide range of stunning handcrafted bridal jewellery trousseau for today’s millennial bride, Ranjani added.