The retro-glam mood is evident in the new print and outdoor campaign for Tanishq's range of diamond jewellery. Themed 'Diamonds of Class', the campaign has been created by Bangalore-based Sharon Nayak Design.
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Amit Jain, who handles account management at the design shop, said, "The whole idea behind the campaign was to show a woman of grace and poise...a bold, graceful, charming, dazzling woman with unique tastes and personal style, ultimately showcasing Tanishq diamonds which compliment her exotic life and adventurous spirit."
Describing the shoot, he said, "The shoot was over two days with an additional day for product shots. In choosing the location we wanted to give a European feel to the imagery. We chose the lovely Taj West End in Bangalore and an airstrip in Hosur (which was about two hours from bangalore). Styling, hair and makeup were a big part of the campaign feel. Sharon decided to go with a more vintage/retro feel. And so the styling and hair styles she chose were based on giving a look from that era. She even dug out her mother's coat from the '60s to use on the shoot. We used dogs on the shoot. In choosing the dogs, we had to ensure that they complimented the styling as well as the overall image. After an extensive search we chose three Weimaraners and two minature Pinschers."
Sirish Chandrashekar, senior manager – marketing, Tanishq, said of the campaign, "Higher value buyers of diamond jewellery are a new segment that Tanishq was entering into. We wanted to make inroads into this customer segment – a segment that is evolved in terms of taste and understanding of the category; a set of consumers who seek differentiation that defines status and class. The task was to create communication that reflected their lifestyle without seeming pretentious. The creatives captured this beautifully by treading the fine line between ‘being there’ and ‘wannabe’ – all along showcasing the exquisite jewellery on offer."
Agency: Sharon Nayak Design
Art direction and photography: Sharon Nayak
Copy: Amit Jain, Sharon Nayak
Account management: Amit Jain
Model: Maddison Mackay
Styling: Gautam Kalra
Hair/makeup: Daniel Bauer (day 1), Brendon Degee (day 2)
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