Tanishq, India’s leading innovative jewellery brand, unveiled its biggest campaign ever focusing on recreation of “all that glitters” in the upcoming historical epic “Jodhaa Akbar”.
In association with the movie “Jodhaa Akbar”, Tanishq brings out the divine details of the art forms from the medieval era giving an insight to India’s glorious past by creating jewellery complementing the Mughal and Rajput excellence in jewellery craftsmanship.
The campaign highlights Tanishq’s initiative to revive unique head to toe royal Jewellery and reviving a lot of beautiful ornaments including sarpech, archer’s ring, arsi, bhor, hansli, which are lost in sands of time.
The film, directed by Academy Award nominated Ashuthosh Gowarikar, is an epic tale of love and passion between Akbar, the greatest Mughal emperor and his Rajput wife, Jodhaa Bai. Tanishq’s quest for authenticity and fineness is portrayed in Jodhaa Akbar collection. For Jodhaa and Akbar, magnificent ornaments were a part of life that defined their status and royal lineage.
Accordingly, Tanishq bedecked the emperor and his bride with a dazzling array of precious ornaments ranging from elaborate neckwears, rings, bangles, earrings and chains to more traditional pieces such as the sarpech (turban ornament), hathphool (hand ornament) and bhor (forehead ornament)
“Jewellery plays a significant role in my film, right from defining the cultural background of the characters (Rajput or Mughal) to signifying the role the royalty is playing at a specific occasion.
The ornaments had to be created keeping in mind its relevance to the two rich India traditions i.e. Mughals and Rajputs, depicting the opulence of royal trousseau. We needed to collaborate with a jewellery expert that could not only bring alive the past but also create pieces of precision so fine.
And this was made possible by Epigram Advertising that brought Tanishq and us together on this project. Tanishq has crafted jewellery for not only Jodhaa and Akbar, but also other Rajputh kings, queens and Akbar’s navratnas.
Specific ornaments that are worn for specific occasions have been designed for the film, which impact the over all feel of the film.
It’s remarkable how jewellery straddles all three areas brilliantly- the royal hierarchy, social status and personal discernment”, said Mr. Ashutosh Gowarikar, director of “Jodhaa Akbar”
Tanishq worked in collaboration with Chitrakala Parishad for 6 months and assimilated detailed research on Mughal and Rajput history, tradition, culture and jewellery. This was followed by extensive field research in Rajasthan and Gujarat belt to understand the minutiae of the art form and the complications involved in its creation.
The hard work from the designers, product managers, production team and above 200 kaarigars for a period of 2 years lead to the creation of 400 stunning pieces of exclusive handcrafted ornaments designed with passion and crafted with care, featuring brilliant precious and semi-precious stones set in traditional Kundan and Meenakari technique favored by the craftsmen of the period.
Inspired by the nature and in emulation of Mughal royalty, the collection transcends the cultural and language barriers to incorporate motifs like flowers, birds and animals, each symbolizing something specific for the wearer of the specific piece.
The masterpiece such as Akbar’s magnificent ceremonial sword, Archer’s Ring, Sarpech, Jodhaa’s wedding trousseau envisages the opulence and pageantry of the bygone era.
The partnership between Tanishq and the Kaarigars has offered new perspectives in jewellery creation bringing the better of two different worlds ensuing an exquisite Jodhaa Akbar collection.
Inspired from Tanishq’s creations for the movie “Jodhaa Akbar”, the prêt version of pure 22k Jadau in Kundan, Polki and Meenakari has been introduced, making the modern day brides feel and look like queens on their wedding.
The collection incorporates the glamour and allure of Jodhaa’s and Akbar’s jewellery that seamlessly blends traditional motifs and techniques with modern design sensibilities. The prêt line jewellery of Jodhaa Akbar collection is available at select Tanishq outlet in key cities across the country.
