This Women’s Day, Tanishq, India’s leading jewellery brand from the Tata Group, unveils ‘Her Choice’—a compelling campaign that redefines empowerment by championing a woman’s right to make her own decisions, free from societal expectations. Conceptualized by Autumn Grey, the film challenges traditional narratives, asking a thought-provoking question: Is empowerment about conforming to predefined ideals, or is it about embracing one’s own path without judgment? Through ‘Her Freedom to Choose,’ Tanishq continues its legacy of initiating meaningful conversations that resonate with the evolving aspirations of modern women.
For generations, women have been scrutinized for their choices—whether about career, family, or personal ambitions. Even empowerment, in many ways, comes with its own set of expectations. Tanishq, a brand that has always celebrated the journey of women, shifts the conversation with ‘Her Choice,’ advocating that true strength lies in the freedom to define one’s own version of empowerment. Because at its core, empowerment isn’t about what a woman chooses—it’s about her right to choose.
The film follows a woman who radiates strength and confidence. In the opening moments, she is seen getting ready with purpose, preparing for what appears to be a workday. However, in a poignant and unexpected turn, it is her husband who steps out for work, while she stays back, embracing her role as a homemaker—not out of obligation, but by choice. This powerful narrative dismantles the idea that empowerment must fit a singular mold. It’s not about career versus home, ambition versus tradition—it’s about owning one’s decisions, whatever they may be. Through this evocative storytelling, Tanishq reaffirms that empowerment is deeply personal, and the true essence of freedom lies in the ability to choose, without hesitation or compromise.
Speaking about the campaign, Pelki Tshering, CMO, Tanishq, said: “Tanishq has always celebrated every woman’s unique journey, her choices, and the strength that comes from being unapologetically her. Our latest campaign “Her Choice” challenges the singular idea of empowerment, celebrating every woman’s right to define it herself —because true strength isn’t about meeting expectations; it’s about having the agency to choose, without judgment. Empowerment after all is in the freedom to choose, not the choice itself. Isn’t it?
“True empowerment lies in the freedom to define it for yourself. This film celebrates the strength in every choice a woman makes, reminding us that no path is less valid than another. It’s a story that challenges perceptions and honors individuality—something we’ve always believed in as storytellers,” says Anusha Shetty, CEO, Grey India.
Speaking on the launch of the film, Kopal Naithani, Director, Autumn Grey, said “I believe that empowerment isn’t simply about the path you take—it’s about the freedom to choose it. Whether a woman builds a career or dedicates herself to her home, true strength lies in having that choice without judgment. Respecting that freedom is the essence of real empowerment and this belief was the driving force behind our film.”
