Tanishq’s latest Durga Pujo TVC, “Srijonis of New Bangaliyana”, celebrates the evolving spirit of Bengali women, one that is rooted in tradition, yet unafraid to redefine it. Conceptualized by Lowe Lintas and directed by Shoojit Sircar, the film features actress Mimi Chakraborty as the sutradhaar, weaving together four poignant stories of women reimagining rituals with love, equality, and courage.
Set to a soulful female rendition of Rabindranath Tagore’s Ekla Cholo Re, the film journeys through:
• A daughter-in-law embracing her groom’s mother who breaks a taboo.
• A sister receiving Phonta alongside her brother.
• A woman encouraging her husband to follow his dream while she supports them.
• A graceful celebration of women blending tradition with modernity.
Each moment reflects the strength, creativity, and grace of the Srijoni — the modern Tanishq woman who carries forward culture by reshaping it.
Speaking on the launch of the film, Ms. Pelki Tshering, Chief Marketing Officer, Tanishq, shared, “The story of Bangaliyana is written each day by its women — the Srijonis who keep it alive, ever evolving, ever beautiful. They are the living spirit of tradition, carrying it tenderly across generations while fearlessly reimagining it for today. Through themes of love, equality, and generational connection — brought alive by Shoojit Sircar’s direction and lifted by the stirring notes of Tagore’s Ekla Cholo Re — their strength, grace, and creativity shine at the heart of the story. The film celebrates every Bengali woman who, in shaping her own journey, allows culture to flourish more beautifully each day. It is this collective power of women — to nurture, to inspire, to transform — that Tanishq celebrates.”
Speaking on the film, Shoojit Sircar, film director, said, "The script explores everyday conversations like ego, choices, traditions, and I wanted to show them with honesty and care. While filming, I focused on the quiet tensions that shape relationships. For me, Srijoni, lies in capturing these truths. Bengali women are themselves Srijoni, their strength, resilience, and creativity bring life to every story
