Mia by Tanishq has rolled out a campaign ‘Celebrate the Joy of Gifting this Valentine’s’ featuring sports personalities Dinesh Karthik and Dipika Pallikal to highlight the essence of meaningful gifting. 

Conceptualised by Famous Innovations, the campaign consists of an ad film. It captures the essence of modern-day love and thoughtful gifting through playful yet emotional visuals, showcasing the couple’s dynamic bond in a heartening and authentic narrative. It captures the essence of meaningful gifting, amalgamating humour and genuine emotion. Set to a soft, uplifting soundtrack, the film opens with Pallikal waking to find Karthik, apron-clad, humorously narrating her morning routine in his signature commentary style while carrying a breakfast tray. Beneath the cloche lies a Mia by Tanishq box which Karthik opens to show a Mia Toi-et-Moi ring. This sparks a tender moment between the couple as Karthik transitions from playful commentator to doting husband, delivering a wholesome Valentine’s proposal. Pallikal matches his charm with her cheeky wit, culminating in an intimate, touching moment as he places the ring on her finger, celebrating their love with warmth and smiles.

What do we think about it: Using a power couple that the audience is well-versed with was a good strategy. Showcasing a scene that is true to the character's real-life personas connects well with the audience as it is rooted in authenticity whilst marketing the 'Toi-et-Moi' ring by Tanishq.

Shyamala Ramanan, business head, Mia by Tanishq, said, “At Mia, we believe love is woven into the fabric of everyday moments, the whispered promises, the thoughtful gestures that speak louder than words. This Valentine’s Day, we celebrate the beauty of these delightful surprises and the joy of gifting through our heartwarming film featuring Dinesh Karthik and Dipika Pallikal. Just like their story, we hope every Mia piece you gift your partner becomes a romantic gesture that echoes in their heart, a love that grows brighter with each passing day.”

George Kovoor, chief creative officer, Famous Innovations (South), said, “Every year, couples strive to make Valentine’s Day unforgettable. This year, Dinesh Karthik and Dipika Pallikal provided them with the perfect inspiration. In this film, they craft a truly romantic moment—with a dazzling twist. The highlight comes when DK transforms a simple gesture into an extraordinary memory by gifting Dipika a stunning Mia diamond ring. Together, DK and Dipika make this Valentine’s Day film not only exceptional but also beautifully embody everything Mia represents in their own unique and heartfelt way.”

CREDITS: 

Client: Mia by Tanishq 

Production house: Dark Horse Media

Director: Mayur Goel