Case Study — Tanishq USA
Sealed in Gold
A ground-up Akshaya Tritiya 2025 campaign for Tanishq USA —
palette, mood, banners, and paid media, built solo across every
touchpoint.
Role
Creative Designer,
Full Campaign
market
United States
timeline
2 Weeks
tooLS
Figma, Photoshop
industry
Fine Jewellery, Retail
A Little Context First
Akshaya Tritiya is one of the most auspicious gold-buying days on the Indian
calendar, a date rooted in the idea that whatever you begin or acquire that day
only grows. For Tanishq USA, it's a chance to bring that meaning to a diaspora
audience who still observes the occasion, but shops for it inside an American retail
experience. There was no prior version of this campaign to build from it needed a
full identity from the ground up.
A day about things that never diminish needed a
campaign that felt like it, too, not just another gold
sale banner.
The Problem
Akshaya Tritiya can easily read as "just a discount day" if the creative leans too
hard on the offer. The challenge was building a campaign that communicated
legacy and permanence, gold passed from mother to daughter, a piece that
outlasts the moment it was bought in while still doing the commercial job:
driving traffic to the Diamond Collection and converting on a time-bound 25% off.
The campaign had to sell urgency and eternity in the
same breath.
The Ask
The brief was simple in scope and open in execution: define a color palette that captured the occasion, then build the full campaign system around it. I worked directly with Tanishq's brand team to stay aligned with Akshaya Tritiya's event guidelines, the meaning of the occasion, the collections to feature, the offer mechanics while owning every creative decision myself.
What I Actually Built
Color palette —
—
five-tone system anchoring every asset in the campaign.
Mood shots —
—
sequenced and framed from the brand's model photography.
Banners —
—
homepage, category, and Mother's-Day adjacent takeover banners across desktop and mobile.
Category imagery —
—
Pendants, Bangles, Necklaces, Earrings, built as one cohesive set.
Emailer —
—
full campaign email, including the Scan & Get $25 Encircle Points mechanic.
Meta ad creatives —
—
three ad variants across audience segments, each carrying its own CTR.
The hero model photography came from the brand side — everything built around it was mine.
The Palette
Every asset in the campaign: banners, category tiles, ads, emailer was built to
sit inside this five-tone system, so the campaign read as one voice across every
format.
#751526
#855B43
#F4BEA4
#FFDD92
#502A1D
The Constraints
Two weeks, ground up.
No prior campaign to adapt from palette, mood, banners, category art, emailer, and ads all had to be
built fresh in the window.
—
Event guidelines, not a locked template.
Had to stay true to Akshaya Tritiya's meaning and Tanishq's brand collaboration, without a pre-built
layout to fall back on.
—
One hero image, many formats.
The single brand-supplied model shot had to extend across banners, mobile, emailer, and three
separate ad creatives.
—
Multiple audience segments.
Diamond Collection, occasion-led, and offer-led messaging each needed their own ad angle within one
visual system.
—
Days 1–3
Palette & mood
Days 4–7
Banners & categories
Days 8–11
Emailer & ads
Days 12–14
Review & launch
The Approach
Week 1
Palette, mood, and core banners
Defined the five-tone palette against Akshaya Tritiya's meaning, framed the
mood shots from the brand's photography, and built the homepage and
category banners that everything else would extend from.
Week 2
Category system, emailer, and paid media
Extended the palette into the four-category image set, built the full
campaign emailer including the Encircle Points mechanic, then adapted
the system into three Meta ad variants for different audience segments.
Mood & Banners
The brand-supplied hero photography, reframed across homepage
takeovers, category banners, and a dedicated Mother's Day top-picks
moment within the same campaign window.
Category Imagery & Emailer
Pendants, Bangles, Necklaces, and Earrings styled as one set under
"Akshaya Tritiya Must-Haves," then carried into the full campaign email
with the $25 Encircle Points scan mechanic.
Meta Ads — Three Segments, One System
Diamond Collection, occasion-led, and offer-led creative, each carrying its
own CTR while sitting inside the same visual language.
Outcomes
Three Meta ad variants ran across audience segments, each targeting the Diamond
Collection through a different creative lens.
3.98%
CTR — Diamond Collection ad
3.67%
CTR — Occasion-led ad
3.44%
CTR — Offer-led ad
Beyond the numbers, the feedback from Tanishq's team was that this Akshaya Tritiya has consistently been one of their strongest-performing events of the year.
Sales and revenue figures sit with the brand and weren't shared in detail the CTR data above and that feedback are what's verifiable from this project.
Key Takeaways
A palette isn't decoration, it's the thing that lets one hero photo do the work of an entire
campaign.
Meaning and urgency aren't opposites; the offer converts better when the occasion is told well
first.
Two weeks is enough time for a full campaign system, if the palette gets locked before anything
else does.
Next Project
Akshar Yoga Kendra Event Branding
Crafted with love & care ♥
© 2026 Ujjwal Golwara. All rights reserved.