Ananya Panday is reportedly set to become the new face of Tanishq Natural Diamonds, a move that would further cement her position as a Gen Z style icon. The pairing brings together one of Bollywood’s most talked-about young stars and one of India’s oldest jewellery houses, at a moment when the diamond industry is actively courting a younger, fashion-forward audience.
What the collaboration signals
The partnership is expected to highlight the rarity and authenticity of natural diamonds—qualities Tanishq wants to emphasise as it reaches out to new, trend-conscious buyers. For Ananya, whose public image blends youthful glamour with a keen fashion sensibility, the campaign would mirror her trajectory of carving a distinctive place in film and style.
Bridging heritage and modernity
Tanishq’s move comes as the brand refreshes its appeal. After naming Aneet Padda as the face of Mia by Tanishq and launching the “Precious, Every Day” campaign aimed at celebrating young, independent women, the company appears to be “padding up” its ambassador roster with youth icons. Bringing Ananya into the mainline Natural Diamonds category seems aimed at balancing traditional luxury with a contemporary aesthetic.
Ananya’s endorsement roster and image
Ananya is no stranger to big-name tie-ups. She is already associated with several high-profile brands, including Chanel—where she became the first-ever Indian global ambassador for the house—along with Swarovski, Aurelia, Skechers and Lakmé. These deals have helped shape her public persona as a fashion-forward star who appeals strongly to younger consumers.
Recent film outing and box-office reality
While her brand value remains high, Ananya’s latest film run hit a rough patch. Her romantic-comedy Tu Meri Main Tera Main Tera Tu Meri, which reunited her with Kartik Aaryan after their 2019 hit Pati Patni Aur Woh, did not perform well at the box office. Released on Christmas Day 2025, the nostalgic “90s-style romance” faced stiff competition from the espionage thriller Dhurandhar and struggled to find an audience.
What this means for her and Tanishq
- For Ananya: The Tanishq association would be a timely boost, reinforcing her fashion credentials even as her film choices are under scrutiny.
- For Tanishq: Signing a youth icon helps the brand stay relevant to younger buyers while preserving the premium, heritage positioning of its Natural Diamonds line.
Whether or not the partnership becomes official, the reported move highlights a broader trend: legacy luxury brands leaning into youth appeal to stay culturally current. For fans and industry watchers, Ananya’s next steps—on screen and in fashion—will be closely watched.