Mumbai: Fine jewellery brand Mia by Tanishq has unveiled its Rakshabandhan festive campaign titled “Make Your Sister Cry”, transforming the familiar bond of sibling rivalry and playful teasing into meaningful gifting moments centred around everyday fine jewellery and sterling silver keepsakes.
The campaign film captures a familiar sibling relationship where affection is often expressed through playful arguments rather than words. Set against the timeless melody of “Phoolon Ka Taaron Ka”, the film shows a brother trying to escape his sister’s playful attacks with pillows and books, before surprising her with a Mia gift box. Inside is a delicate diamond pendant that turns the moment emotional, ending with the message: “Gifts so precious, they’ll bring tears of joy.”
Speaking about the campaign, Ajay Maurya, Head of Marketing and Category, Mia by Tanishq, shared that the initiative celebrates the unspoken emotional connection between siblings, using jewellery as a way to express feelings that are often left unsaid.
The Rakshabandhan collection features two key categories — everyday fine jewellery and sterling silver rakhis. The fine jewellery range focuses on lightweight gold and diamond pieces designed for daily wear and gifting occasions.
Highlights from the collection include elegant neck chains featuring designs such as the Sunset Fan Sapphire Diamond Necklace, Gold Double Circle Diamond Necklace and Radiant Curve Diamond Necklace. The range also includes stackable rings like the Dreamy Curve Diamond Ring and Twist of Love Diamond Ring, along with wristwear options including the Graceful Curve Diamond Bracelet and customisable charm designs from the Mia Sutra DIY collection.
Alongside fine jewellery, Mia has introduced a collection of six sterling silver rakhis under the theme “Value of Community Bonding.” Designed with clean geometric forms, these silver rakhis are created to be worn as everyday bracelets even after Rakshabandhan. The collection expands the traditional sibling bond to include friends, neighbours and community relationships.
Each silver rakhi comes packaged with a traditional festive pouch containing roli, chawal, haldi and kalava, adding a cultural touch to the gifting experience.
According to Shyamala Ramanan, Business Head, Mia by Tanishq, Rakshabandhan marks the beginning of the brand’s festive season. The brand continues to focus on creating lightweight, accessible silver and fine jewellery options along with customisable designs that cater to evolving customer preferences.
To support the festive campaign, Mia by Tanishq has introduced seasonal offers across its stores and digital platforms. Customers can avail benefits including up to 100% off on making charges on select diamond jewellery pieces, along with additional offers across diamond collections. The brand is also offering online promotions with discounts on making charges during the festive period.
Through the campaign, Mia by Tanishq continues to position jewellery as more than a gift — transforming it into a symbol of emotions, memories and relationships celebrated during special occasions.