Campaign India Team
Oct 25, 2013

Tanishq breaks new ground, celebrates remarriage with new age collection

Watch the ad film conceived by Lowe Lintas and Partners here

wide player in 16:9 format. Used on article page for Campaign.

Jewellery brand Tanishq has launched a campaign to for its latest wedding collection. The TVC created by Lowe Lintas will go on air on 25 October.

The TVC uses the premise of remarriage as the backdrop for its contemporary range of wedding jewellery. With the film, the brand is targeting young women who are looking for differentiated designs.

The film opens with a bride getting ready for her wedding. The traditional shahnai plays in the backdrop while the bride’s friends help her wear the wedding jewellery, from Tanishq. She spots a young girl standing at the door and asks her to come in. Post a playful interaction, the bride adjusts the jewellery on the girl’s forehead. They walk hand-in-hand into the wedding mandap (stage). The ceremony begins and the couple begin to walk around the havan (sacred fire). The girl signals to those seated next to her that she wants to join the couple and walk around the fire with them. Getting no response, she asks the bride addressing her as ‘Mama’, revealing their relationship. The bride hushes her up and continues walking but the groom senses the little girl’s disappointment. He lifts her in his arms and the three continue to make their rounds around the sacred fire. This brings a smile to the bride’s face. The film ends with the girl asking the groom if she can address him as father. A voice over signs off saying, “A wedding to remember - Tanishq”.

On the creative brief, Arun Iyer, NCD, Lowe Lintas and Partners, said, “The creative brief was that we wanted to highlight the new age wedding collection from Tanishq. The TVC also brings to light the design differentiation of the collection. Keeping the collection in mind the story also had to be different and new age. We realised that remarriage is a nice, new and bold topic that is getting spoken about much more than earlier. We realised that a lot of conversations were taking place around this topic. And to pick a topic like this is a progressive thing for a brand to do. So thus, Tanishq has made a nice, new and progressive statement.”

“We decided to keep the wedding very simple. So, it was not a huge lavish affair but a simple cosy one with family and friends. The aesthetics were intentionally kept simple. The TVC revolves around a woman who is about to get married but it is visible that she has something on her mind. She is shown interacting with a young girl but the relationship between the two is kept as a mystery. It is during the ceremony that it is revealed that the young girl is the woman’s daughter and that it’s her second marriage. The TVC also makes a statement on how the father accepts the girl into his life with grace,” he added.

Client: Tanishq
Creative agency: Lowe Lintas and Partners
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj,  Indrasish Mukherjee,  Adarsh Atal
Business: G.V. Krishnan, Sudhir Rajasekharan, Pritish Wesley, Manjusha Dhavan,  Aditi Prabhakar
Planning: Phalgun Tiruvasu Abigail Dias.
Production: Lintas Productions
Director: Gauri Shinde

Campaign India

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