Lowe Lintas (Bangalore) has unveiled a new campaign for Tanishq, that aims to establish the brand in the wedding jewellery segment, an area that has traditionally been a stronghold of family jewellers.
The TVC, written by Deepa Geethakrishnan is a tale of how a mother uses Tanishq's range of wedding jewellery to make her daughter see herself as stunning as a bride. This consequently makes her open up to the idea of an arranged marriage.
Speaking to Campaign India, Geethakrishnan who is executive creative director, Lowe Lintas (Bangalore) said, "Tanishq has been a leading player in the jewellery category for the past many years. Despite this, it has never made its presence felt in the wedding segment. It has never been known for wedding jewellery like the way family jewelers are. Also in today’s day and age, women are not too keen on getting married as they want to pursue their careers. Parents meanwhile, are looking at ways to get them married. The two needs felt in sync and we hope to establish Tanishq firmly in the wedding jewellery space by building a strong emotional connect with consumers.
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Geethakrishnan said that the print campaign has been customised in such a way that it can showcase the variety and class that Tanishq has to offer in wedding jewellery. "So for each region of the country - be it the Telugu, Maharashtrian or Punjabi or others - the jewellery used in the print ads is according to the designs and ethnicity of that region," she said.
Vinil Mathew of Footcandles has directed the TVC, while the print campaign has been created by Lowe's Sharon Nayak, Rimona Ganapathy and Litna Das.
Project: Tanishq - the wedding jeweller
Brief: To establish Tanishq as a comprehensive wedding jeweller
Creative agency: Lowe Lintas
Chairman and chief creative officer: R Balki
Executive creative director: Deepa Geethakrishnan
Creative director: Deepa Geethakrishnan
Copywriter: Deepa Geethakrishnan
Art director: Litna Das (film & print)
Group creative director: Sharon Nayak (print)
Copywriter: Rimona Ganapathy (print)
Account planning: Vikram Satyanath
Client servicing: Sudhir Rajasekharan, Mohit Kambhoj, Samrat Sarkar, GV Krishnan
Production house: Footcandles
Director: Vinil Mathew
Post-production studio: Famous
Media used: TV, Print
Media agency: Maxus
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