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Business EconomyPosted at: Oct 6 2020 9:17PM


Tanishq unveils its Pujo collection- Aparajita

Kolkata, Oct 06 (UNI) The Durga Pujo fervour is setting in gradually but surely; Tanishq,
India’s largest and the most preferred jewellery brand has introduced an exclusive collection
to accompany the auspiciousness and the festivities of Durga Pujo- ‘Aparajita’.
This collection is rooted in the traditional Bengali designs made in yellow gold and has a
differentiated touch to the same. To bring Maa home and lift our collective spirits up again,
Aparajita is a special collection crafted with love and dedication by the karigars to add more
beauty to the celebrations than ever before.
Tanishq’s Pujo collection, Aparajita, is a true confluence of tradition, craftsmanship, and
design. Each piece from this collection is a celebration of our undying spirit and a true
testament to superior artistry!
With their campaign ‘Ekotai Shundor, Ekotai Shokti’, Tanishq urges Bengali women to make
its latest collection– ‘Aparajita,’ a part of their Pujo celebration and appreciate the efforts of
Bengal’s karigars for their contribution.
Celebrate this Durga Pujo with Tanishq, find the perfect adornment for this festival and
welcome prosperity, hope and auspiciousness with Tanishq’s latest collection- Aparajita. To
add in the festive cheer, Tanishq is offering Upto 25%* off on making charges of Gold
jewellery and on diamond jewellery value. Offer valid from October 10 to November 12.
Speaking about the launch and importance of the occasion, Ranjani Krishnaswamy, General
Manager – Marketing, Tanishq, Titan Company Limited, said, “Our campaign Aparajita -
'Ekotai Shundor, Ekotai Shokti’, has been crafted to instil hope, positivity, and oneness which
are intrinsic to Pujo celebrations. Through this campaign, we have attempted to keep
deep-rooted Pujo traditions in place while celebrating the emotions that bind Bengalis. The
campaign is inspired by the symbolism of Ma Durga, her roop of Aparajita and the invincible
force she represents with the collective power of all Devatas and how that enabled her to
conquer the shape shifting monster - Mahishasur. First came the pandemic and then came
Aamphan and along with it, the realisation as to how no one can battle these adversities all
alone. It is in fact exemplary how people of Bengal stood beside each other to tackle these
double devastations and thus represented the collective power against the evil forces
plaguing them in the recent times!"
"Also Pujo is not only a festival but also an industry which provides livelihood to various
craftsmen. This year, the pandemic and cyclone Amphan have significantly impacted the
overall wellbeing of karigars and the entire value chain associated with jewellery making. Our
campaign is an ode to the countless craftsmen for whom these few days of festivities are a
crucial source of livelihood and even with reduced demand, they are pouring in their artistry
with utmost dedication! These karigars are the foundation of the festivities, involved in
evoking faith & devotion through the celebrations,” Krishnaswamy said.
"Tanishq’s exclusive festive collection for Pujo, ‘Aparajita’, has a story to tell, an emotion
to enjoy and a relationship to cherish. We hope our latest edit will add a special sparkle to
Pujo celebrations this year and add the much-needed cheer & joy to the festivities,”
Krishnaswamy added.
UNI SJC BM
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