Tanishq unveils ‘Kundan Stories’ with India’s tallest holo-projection

Tanishq, the jewellery brand from the House of Tata, garnered widespread acclaim this week with the industry’s first-ever large-scale outdoor holo-projection experience, staged at Mumbai’s Bandra Bandstand. The activation marked the grand launch of the brand’s new collection, Kundan Stories, brought to life in collaboration with Laqshya Media Group. 

At 40 feet tall, this is India’s largest holo projection to date, creating an open-air visual showcase where kundan jewellery and multiple handcrafted techniques like meenakari, takkar work and stone inlay work are showcased floating mid air in choreographed 3D light. The two-day spectacle (April 23–24) drew crowds to the city’s iconic promenade, offering a rare blend of art, emotion, and advanced projection technology. 

Pelki Tshering, Chief Marketing Officer, Tanishq, said, “At Tanishq, every piece of jewellery is a story, shaped by the hands of our karigars and inspired by the Tanishq woman. This season of new beginnings, our Kundan Stories collection brings heritage and modern elegance together, celebrating craft from the beauty of takkar ka kaam to the delicate lace of filigree. And now, we bring these stories to life with India’s tallest Holo stand, an immersive, one-of-a-kind tribute to intricacy, craft, and the jewellery that adorns the modern Indian woman.” 

Amarjeet Hudda, COO, Laqshya Media Ltd, added, “This was a chance to do something the industry had never attempted before. Tanishq gave us a full creative room, and the result is something that goes beyond regular brand launches. It’s storytelling in mid-air. For us at Laqshya, it’s a proud milestone in blending tech, media, and emotion.” 

“The activation uses Holo Mesh Projection Technology, where a translucent mesh acts as a nearly invisible canvas for high-powered light mapping. Suspended in open space, it creates a surreal illusion where each design detail — from ghungroos to flowing filigree — appears to hover and move. The visuals were set to a specially composed sound design, turning the skyline into a moving story of craftsmanship and beauty. Every element was custom-built to perform in outdoor conditions, making it a true feat of execution,” said Sommnath Sengupta, CEO of Inventech. 

The Kundan Stories collection has been timed with Akshaya Tritiya and the upcoming wedding season, two key periods in India’s jewellery calendar. The pieces are inspired by age-old techniques such as takkar ka kaam, talaf, wire and pearl bunching, and die-stamping. Each ornament takes over 200 hours to craft, blending deep-rooted traditions with design sensibilities suited for today’s generation. 

With this campaign, Tanishq has not only launched a new collection — it has also ushered in a new way of jewellery storytelling, combining scale, sentiment, and cutting-edge technology in an industry-first format.