Jewellery brand Tanishq, from the Tata Group has launched a campaign titled ‘Heera Ho Tum’ (you are a diamond) to celebrate every woman’s journey, that shaped the woman she is. Conceptualised by Lowe Lintas, the film is a reminder to women, that they don’t necessarily have to do something extraordinary to deserve a diamond, since they too are precious.
The film nudges women to pause and take note of all the extraordinary in her seemingly ordinary life. It showcases the transformational journey of multiple women, which is synonymous with a diamond that goes from rough to polished.
Ranjani Krishnaswamy, GM, marketing, Tanishq, Titan Company, said, “#EveryWomanADiamond is a celebration of the extraordinary in a woman's life. Quintessentially women give themselves very little credit for the real transformational journey they go through in their lives - navigating work, home, motherhood, relationships, dreams and aspirations, the world of expectations, choices & decisions that come with all of these. A moment of pause, a lens of the extraordinary, a tone of self-realisation, and a note of self-appreciation is what this campaign is visioned to convey. We at Tanishq believe women and diamonds have an intrinsic relationship and nothing less than Tanishq diamonds are befitting to celebrate the extraordinary story of her life. The real sparkle of diamonds comes from the woman who adorns it, who lends her radiance to make the diamonds shine a little brighter.”
Sagar Kapoor, chief creative officer, Lowe Lintas, said, “Women today experience great satisfaction from pushing themselves to excel; be it in the workplace, as entrepreneurs, or even as homemakers. In the process, they set a very high bar and are often oblivious to their own achievements. Our latest campaign, 'Heera Ho Tum: Every Woman A Diamond', aims to shine a spotlight on these everyday heroes. While they may feel that they need to do something extraordinary to deserve a diamond, the truth is that all women are diamonds themselves: tough, beautiful and precious.”
Clients: Ranjani Krishnaswamy, GM, marketing, Tanishq, Titan Company; Avni Mooljee, marketing manager, Tanishq, Titan Company and Divya Barange, marketing manager, Tanishq, Titan Company
Creative agency: Lowe Lintas, Bangalore
Creative: Sagar Kapoor, Nishant Pratap
Account management: Sonali Khanna, Varghese John, Tulika Sahu
Planning: Kishore Subramanian, Namrata Sukumar
Production house: Crazy Few Film, Viraj Gawas, Urfi Kazmi
Director: Sharat Kumar