Tanishq unveils its Pujo collection- Aparajita

Tanishq unveils its Pujo collection- Aparajita

Revel in the festive mood with Tanishq’s latest Pujo collection & celebratory offers

October 2020: The Durga Pujo fervour is setting in gradually but surely; Tanishq, India’s largest and the most preferred jewellery brand has introduced an exclusive collection to accompany the auspiciousness and the festivities of Durga Pujo- ‘Aparajita’. This collection is rooted in the traditional Bengali designs made in yellow gold and has a differentiated touch to the same. To bring Maa home and lift our collective spirits up again, Aparajita is a special collection crafted with love and dedication by the karigars to add more beauty to the celebrations than ever before.

Tanishq’s Pujo collection, Aparajita, is a true confluence of tradition, craftsmanship, and design. Each piece from this collection is a celebration of our undying spirit and a true testament to superior artistry!

With their campaign ‘Ekotai Shundor, Ekotai Shokti’, Tanishq urges Bengali women to make its latest collection– ‘Aparajita,’ a part of their Pujo celebration and appreciate the efforts of Bengal’s karigars for their contribution.

Celebrate this Durga Pujo with Tanishq, find the perfect adornment for this festival and welcome prosperity, hope and auspiciousness with Tanishq’s latest collection- Aparajita. To add in the festive cheer, Tanishq is offering Upto 25%* off on making charges of Gold jewellery and on diamond jewellery value. Offer valid from 10th October- 12th November. Please contact your nearest Tanishq store or whatsapp at 6366920017 for more details.

Customers can easily upgrade their jewellery in exchange for old gold jewellery bought from any jeweller and choose from a wide array of options with Aparajita. The old gold exchanged is weighed and melted in the view of customers, thereby maintaining complete transparency. Customers can benefit from zero deduction charges* in exchange for gold on or above 22 karat and can expect 100% purity of gold and transparency in all transactions with the state-of the Karatmeter present in every Tanishq store.

Speaking about the launch and importance of the occasion, Ms. 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. The campaign is inspired by the symbolism of Ma Durga, her roop of Aparajita and the invincible force she represents with the collective power of all Devatas and how that enabled her to conquer the shape shifting monster - Mahishasur. First came the pandemic and then came Aamphan and along with it, the realisation as to how no one can battle these adversities all alone. It is in fact exemplary how people of Bengal stood beside each other to tackle these double devastations and thus represented the collective power against the evil forces plaguing them in the recent times!

Also 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 & devotion through the celebrations.”

Tanishq’s exclusive festive collection for Pujo, ‘Aparajita’, has a story to tell, an emotion to enjoy and a relationship to cherish. We hope our latest edit will add a special sparkle to Pujo celebrations this year and add the much-needed cheer & joy to the festivities.”