Diwali comes only once a year; so indulge, says Tanishq

Diwali is on the anvil. Can Tanishq be far behind?

Tanishq has rolled out a new commercial to lift sentiments in the positive direction and encourage people to shop for gold this Diwali season. The rationale? Diwali comes only once a year and therefore one shouldn't hold back.

The TVC shows a man and his wife getting dressed in ethnic wear, presumably for Diwali. The wife finds a jewellery set from Tanishq on her bed. Looking at it wide-eyed, she asks her husband who is it for. The husband informs that a friend, Rajesh, got it for his wife and she has to write a nice message on its gift wrap. The couple indulges in a dialogue on whether they should buy a set as well since the wife seemed to like it. The wife shuts him down saying that they had decided they won't spend extravagantly this Diwali. The husband retorts that buying gold is an investment and most of all, Diwali comes only once a year. Ignoring his remark, the wife asks him what message to write and in the process finds out that it's actually her husband who has bought jewellery for her.

The voice-over in the end goes, "Khul ke manao Diwali. Yeh Saal mein sirf ek hi baar aati hai." (Celebrate the festival of Diwali to the fullest, it comes only once  a year).

Arun Iyer, national creative director, Lowe Lintas, said, "The brief was to uplift the general wary mood of shoppers. Diwali is round the corner but people are watchful of how much they are spending and on what. The idea was to make them realise that Diwali comes only once a year and that buying gold is not necessarily an expenditure but an investment."

Iyer added that the film shows an interesting behavioural tendency of a couple. "The woman loves jewellery but takes a rational decision and tries to justify it in her heart. And her husband understands this and wants to do something special for her on the occasion of Diwali. These are the subtle nuances we tried to capture through the TVC," he surmised.

In addition to the TVC, the campaign will extend to print and outdoor.

Unplugged moments

Iyer told us that the ad was shot in a film studio in Andheri East, Mumbai, on the very day of Ganpati Visarjan. "While the entire city was bustling with traffic and chaos, we were peacefully shooting inside the studio," he recollected.

The shoot started at 2 in the afternoon and ended at 6 am next morning. "We got two very good actors for the script. Amit, the guy who played the husband, is a theatre artist and this was his first TV commercial," Iyer mentioned. The overall mood of the shoot was emotional since they required to capture real and casual moments between the couple. Iyer added, "Vivek did a fantastic job of capturing the nuances through his direction and Samiruddin added cherry on the cake with the last piece of classic music in the background score." 

Credits:

Client: Titan (Tanishq)
Agency: Lowe Lintas
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Prasad Baggi, Adarsh Atal, Indrasish Mukherjee
Business: Sudhir Rajasekharan, Pritish Wesley, Arunabho Sen
Planning: Vikram Satyanath
Production house: Curious Films
Director: Vivek Kakkad
Media agency: Maxus