Tanishq has launched a 'Festive Gold Collection' for this festive season. Supporting the launch will be an integrated marketing push, which includes a television commercial.
The film 'Sunehri Diwali' was put up on the brand's YouTube page on 1 October. It has been conceptualised by Lowe Lintas and Partners.
Set in the backdrop of Diwali celebrations coming alive against the night sky, the film features a young man wanting to gift his mother a small gold chain and pendant from Tanishq for the festival. As he walks into the room, he witnesses his mother overjoyed with a much larger, ornamental necklace gifted by his father. The son seems worried initially that his gift might pale in comparison. He goes forward nevertheless, explaining that he bought it with his Diwali bonus. His mother is moved to tears. As the two dwell in the moment, his father joins in, and a voice over urges viewers to adorn this Diwali with Gold, however big or small the scale of festivity might be. The Tanishq range begins at Rs 5,000.
Creative agency: Lowe Lintas and Partners
Media agency: Maxus