Kolkata: Jewellery brand Tanishq has launched an exclusive ‘Aparajita’ collection ahead of Durga Pujo. The collection is rooted in the traditional Bengali designs made in yellow gold with a true confluence of tradition, craftsmanship, and design.
With its campaign ‘Ekotai Shundor, Ekotai Shokti’, Tanishq urges women to make their latest Aparajita collection, a part of their Pujo celebration and appreciate the efforts of Bengal’s karigars for their contribution.
Ranjani Krishnaswamy, General Manager, Marketing, Tanishq, Titan Company Limited, said, “Our campaign Aparajita – ‘Ekotai Shundor, Ekotai Shokti’, has been crafted to instil hope, positivity, and oneness which are intrinsic to Pujo celebrations. Through this campaign, we have attempted to keep deep-rooted Pujo traditions in place while celebrating the emotions that bind Bengalis.”
She said, “Pujo is not only a festival but also an industry which provides livelihood to various craftsmen. This year, the pandemic and cyclone Amphan have significantly impacted the overall wellbeing of karigars and the entire value chain associated with jewellery making. Our campaign is an ode to the countless craftsmen for whom these few days of festivities are a crucial source of livelihood and even with reduced demand, they are pouring in their artistry with utmost dedication! These karigars are the foundation of the festivities, involved in evoking faith and devotion through the celebrations.”
Tanishq is also offering great discounts on making charges of Gold jewellery and on diamond jewellery value. The offer is valid from 10thOctober to 12th November.