When Tanishq, India's leading jewellery brand, partnered with acclaimed journalist Shoba Narayan to document India's jewelry-making heritage, they sought to create more than just a historical record.
Their vision was to celebrate the rich craftsmanship and history of India's jewellery traditions, connect modern customers with their heritage, as well as position brand Taneira as a leader in handcrafted jewellery too and not just modern minimalism. . To start with, this ambitious project would focus on two distinct jewellery-making traditions.
We worked closely with Shoba Narayan to understand the history behind these jewellery traditions. We met with historians, cultural experts and collectors from the regions, and with craftsmen from traditional jewellery making families. We developed an understanding of the cultural relevance of these jewellery, the evolution of the craft, the process of the craft today, and explored the beauty of the jewellery itself.
Over the course of a few months, we developed powerful narratives and captured beautiful footage that would charm customers in Tanishq's retail environments as well as engage a broader online audience on www.jewelsofindia.org.
Our Creative team and Producers worked closely with curated Directors and Cinematographers. In traditional workshops, where space was often limited and work areas considered sacred, we found ways to capture intricate details without disrupting the artisans' careful work. We captured artful visuals in low lighting. We brought alive rich storylines that served multiple purposes while maintaining the authenticity of the subject and the craftsmen. For Tanishq's retail spaces, the films focused on narratives that outlined the history, the craft and the beauty of handmade culturally-relevant jewellery - enchanting customers to explore traditional jewellery ranges sold at Tanishq. And for broader distribution, we developed more detailed explorations of each region’s jewellery traditions, revealing their cultural significance, the creative process and the technical mastery of these crafts.
This journey through India's jewellery-making heritage demonstrated the power of authentic storytelling in modern retail. It showed how cultural documentation, when executed thoughtfully, can create lasting value - preserving traditional knowledge while strengthening brand narratives and connecting with contemporary audiences.
