Tanishq, the jewellery brand from the House of Tata, unveiled its new collection, ‘Kundan Stories’, through India’s tallest outdoor ho lo-projection experience at Bandra Bandstand, Mum bai. The large-scale activation, created in partnership with Laqshya Media Group, marked a first-of-its-kind initiative within the jewellery sector. Standing 40 feet tall, the projection showcased kundan jewellery and traditional craftsmanship tech niques including meenakari, takkar work, and stone inlay. The two-day open-air event, held on 23 and 24 April, drew crowds to the city’s seafront promenade, presenting a blend of visual artistry, emotion, and technological innovation. The installation utilised Holo Mesh Projection Technology, where a translucent mesh served as a near-invisible canvas for light mapping. The pro jection created the illusion of jewellery designs f loating mid-air, enhanced by a specially composed soundtrack. Each visual element—from ghungroos to intricate filigree—was choreographed to animate against the Mumbai skyline. Pelki Tshering, Chief Marketing Officer of Tanishq, said the collection celebrated a meeting of heritage and modernity. “This season of new beginnings, our Kundan Stories collection brings heritage and mod ern elegance together, celebrating craft from the beauty of takkar ka kaam to the delicate lace of fil igree,” she said. Tshering added that the immersive experience paid tribute to the craftsmanship behind every Tanishq piece. Amarjeet Hudda, Chief Operating Officer of Laqshya Media Ltd, described the event as “storytell ing in mid-air” and noted it as a significant milestone in merging technology, media, and brand emotion. Sommnath Sengupta, Chief Executive Officer of Inventech, emphasised the technical complexity be hind the activation, stating that all elements were en gineered to withstand outdoor conditions while main taining visual precision. Timed to coincide with Akshaya Tritiya and the upcoming wedding season—two critical periods for jewellery retail in India—the Kundan Stories col lection highlights traditional techniques such as takkar ka kaam, talaf, wire and pearl bunching, and die-stamping. Each ornament reportedly requires over 200 hours of craftsmanship, designed to appeal to contemporary Indian consumers. Through this launch, Tanishq not only introduced a new collection but also pioneered a new mode of jewellery storytelling by integrating scale, sentiment, and advanced projection technology.