Tanishq has launched a TV campaign targeting men, themed ‘Pehla Heera’ (the first diamond). The campaign has been conceptualised by Lowe Lintas and Partners. The campaign intends to create the desire to gift diamonds amongst men.
The film is part of a series of three that will run through April 2014.
The film features two male executives on a coffee break. The younger man reveals a dilemma. He’s thinking of gifting a diamond ring to his wife, but is not sure of the return on investment (on diamonds). His colleague explains to him what happened when he gifted Nandita (his wife) a diamond ring. He lets him know that she cried for half an hour, speechless, and that he had never seen her as happy as she was at that moment. That joy, he explains, is the return on investment. As this sinks in, a voice over signs off: ‘The first diamond. Try giving one and see what happens.’
Deepika S Tewari, head - marketing, jewellery division, Titan Company Limited, explained the rationale behind focusing on men as the TG.
She said, "Men’s relationship with jewellery has always been limited to gifting on engagement day or anniversaries, which is usually supervised by his family. Our TVC focuses on encouraging men to take time and thoughtfully buy his loved one her first diamond. With this TVC, we aim to break the regular clutter of women-centric jewellery TVCs, where it is all about the jewellery and the wearer. The Tanishq Pehla Heera ad is first of its kind which communicates a simple message of the priceless return on gifting diamonds through a regular conversation between two office colleagues during their coffee break."
She added that in the recent years, Tanishq has witnessed 'healthy growth' in the number of men purchasing diamond jewellery at its stores. "It is common to see men accompanying their wives/partners to purchase jewellery, as against men coming alone or with their friends to purchase jewellery," she noted.
The brand will also run a contest asking customers to submit their best stories around buying their first diamond. The best stories 'with real emotion' will be rewarded with some goodies from Tanishq.
Creative agency: Lowe Lintas
Media agency: Maxus