Tanishq launches Jodhaa Akbar jewellery!

Published On: 2016-07-09

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Tanishq launches Jodhaa Akbar jewellery!



Date: 22 January 2008 


MUMBAI: UTV Motion Pictures and Ashutosh Gowarikar's Jodhaa Akbar starring Hrithik Roshan and Aishwarya Rai has collaborated with jewellery brand Tanishq. Tanishq has gone all out to authenticate and substantiate the claims of royalty that Hrithik Roshan and Aishwarya Rai portray in the movie. Jodhaa Akbar is an epic tale of love and passion between Akbar, the greatest Mughal emperor and his Rajput wife, Jodhaa Bai. Tanishq has unveiled its biggest campaign ever focusing on recreation of "all that glitters" for the movie.


The movie required the jewellery to be reminiscent of the detailed art forms from the medieval era. The jewelry designs needed to complement the Mughal and Rajput excellence in jewellery craftsmanship. This campaign highlights Tanishq's initiative to revive unique head to toe royal jewellery and reviving a ornaments including sarpech, archer's ring, arsi, bhor, hansli that are now obsolete.


"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. 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 Gowarikar, who has directed the movie.


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). To get this done right Tanishq worked in collaboration with Chitrakala Parishad for six 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 designers, product managers, production team and 200 workers took two years to create 400 pieces of handcrafted ornaments. Tanishq has also launched the prĂȘt version of 22k gold version of the jewellery used for Jodhaa Akbar.