In a world where media and advertising are rightly criticised for commodifying women, reinforcing regressive stereotypes of "fair and lovely" and in general promoting crass consumerism, any small attempt at promoting a progressive value deserves all applause.
So no surprise really that a jewellery brand's TV commercial depicting a ceremony which turns out to be the bride's remarriage, which portrays her girl child with love and warmth, has won kudos all around.
Perhaps there is a lesson in it for clever advertisers too: the word of mouth publicity for such advertising is going to win the brand far more goodwill than heavyduty budgets or star endorsements.
And then, as someone pointed out on Twitter, where Tanishq has gone now, Femina went many years back:
Wedding from Malobi on Vimeo.