Tanishq Turns City Streets into a Gallery for Natural Diamonds

Even in a scroll-first world, looking up still counts. Across Delhi NCR, Mumbai, Jaipur, Ludhiana and Ahmedabad, Tanishq, India’s largest jewellery retail brand from the house of Tata, brought its Radiance in Rhythm Natural Diamond collection to the streets with a bold out-of-home presence. The campaign was designed as a city-wide visual takeover rather than a routine billboard burst. Executed by Laqshya Media Group, Tanishq’s long-standing OOH partner, the campaign focused on scale and continuity. Premium large-format billboards and digital screens across major arterial roads and key urban corridors ensured consistent visibility throughout daily commutes. 

The idea was simple. Create a sustained presence that reflects the permanence, rarity and legacy associated with natural diamonds. The visuals appear sequentially along key commute routes, giving the campaign a takeover-like presence.  From morning drives to late-night journeys, the presence was hard to miss. Instead of isolated placements, the collection was woven into the city’s everyday rhythm.  

The Radiance in Rhythm collection draws inspiration from the modern woman who is confident, expressive, and individual in her choices. Crafted with rare natural diamonds and refined design sensibilities, the collection celebrates authenticity and personal style. The out-of-home execution mirrored this philosophy by translating the collection’s character into a real-world, highly visible experience. By placing the collection against familiar cityscapes, the campaign connected Tanishq’s design storytelling with public spaces, turning everyday routes into moments of pause and attention.

Yuvrraj Agarwaal, Chief Strategy Officer, Laqshya Media Group, said, “Natural diamonds are about legacy and authenticity, things that cannot be manufactured. We created an outdoor campaign that felt just as real and permanent. We didn’t just give Tanishq visibility; we gave them a presence that matched the magnitude of their ‘Radiance in Rhythm’ collection. The out-of-home campaign translates its individuality and craftsmanship into a strong, highly visible presence across key city landscapes, enabling the story of rare natural diamonds to connect with audiences in a direct, impactful way. The streets became their gallery. You can’t scroll past a skyscraper. We didn’t just place ads; we orchestrated a visual takeover. When you have a product as rare as natural diamonds, you don’t whisper; you make the city stop and stare.”

YouTube Link: https://youtu.be/cjOgsgT-_cQ

The Radiance in Rhythm OOH campaign reinforces the role of large-format out-of-home in delivering scale and impact. In a fragmented media landscape, scale, location and continuity continue to drive attention in the real world.