Tanishq provides a compelling reason to buy diamonds this season

Tanishq is offering a 20 per cent discount on its diamond jewellery range. Communicating the offer valid from 29 July to 26 August is a campaign across television, print and outdoor.

A TVC shows a husband who catches his wife off guard, presenting her a diamond necklace, bracelet and ring. Asked for the reason, he makes it up that it was on this day that they had met first. Soon enough, the wife catches his fib, but is charmed by the whole gesture. The TVC ends with the wife spotting a print ad announcing Tanishq's 20 per cent discount of a wide range of diamond jewellery.

Sandeep Kulhalli, vice president, retail and marketing, Tanishq, said, "This offer celebrates the eternal sparkle of diamonds and also provides the best value offering.”

On the creative execution, Pritish Wesley, account director, Lowe Lintas, Bengaluru, said, "This is the time when every other brand would offer you some discount but our focus was on how does one stand out in its expression. The campaign touches upon the nuance that while men know that there is a 20 per cent off on the diamond jewellery, they still want to portray that the reason for buying is more than the monetary benefit. It is about celebrating something, even if one has to create a situation to be able to do that. And that follows a playful interaction between the couple. This ad shows a slice of life while conveying its message."

Maxus is the media agency and the TVC has been released across mass channels, besides a few niche and regional channels. In Kerala, where Tanishq except has only one boutique, the communication is confined to print. The print and outdoor campaign is pan India.

Unplugged moments:

Rajesh Ramaswamy, branch creative director, Lowe Lintas, Bengaluru, said that the casting for the TVC was only finalised the night before the shoot was scheduled. The shoot started the following afternoon and went through the night at a bungalow in Madh Island. "Habib (Faisal, the director) likes to get all the nuances out and since he has worked with Aditi Sharma (the female lead) previously, he knew how to extract a fantastic performance out of her," added Ramaswamy. 

Credits:

Client: Tanishq (Titan)
Agency: Lowe Lintas
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Indrasish Mukherjee, Adarsh Atal, Emmanuel Jeffery
Business: Sudhir Rajasekharan, Pritish Wesley, A P Asha, Aditi Prabhakar
Director: Habib Faisal
Production: Lintas Production
Media agency: Maxus