Campaign India Team
Apr 20, 2016

Tanishq captures entrepreneur's rise, adds sparkle to her success

Watch the ad film conceptualised by Lowe Lintas here

Tanishq has rolled out a TVC for launch of its new collection. The film has been conceptualised by Lowe Lintas.
 
The film opens with the young female protagonist opening an envelope, with an invite for a 'Young Entrepreneur Awards' ceremony. As she rushes through a hotel corridor, stroller in hand, she thinks of the speech she will deliver on accepting the award. She says that since her business is a start up, she has had enough practice saying 'Sorry' but has never had the chance to make a 'Thank You' speech. She enlists a number of people to whom she's had to apologise. She has apologised to colleagues for a cramped work place, and to friends for missing their weddings. The thoughts continue in her head as she irons her attire for the night. Wearing some pieces of Tanishq Niloufer jewellery, she looks at herself in the mirror and heads out. It's the night when she gets to say 'Thank You'. A voice over introduces the new collection saying, 'For those who are willing to try something new'.
 
Deepika Tewari, general manager – marketing, Jewellery Division, Titan Company, said, "The Indian woman is evolving. She is not afraid to venture and explore uncharted paths. She is no longer behind the scenes. She is out there, wants to be heard and she wants every piece of jewellery she adorns to reflect her fiery personality. Keeping this new-age woman in mind, we at Tanishq have launched Niloufer. This collection film echoes the sentiment of the modern woman; a go-getter who is unafraid while also wanting to be fashionable. This contemporary collection is sure to compliment her in every path that she explores, giving her the confidence to be the progressive woman of today.”
 
Rajesh Ramaswamy, executive creative director, Lowe Lintas, said, “This collection has some very interesting new designs. It's for someone who is keenly seeking out something new and different. And is willing to experiment. Usually these kind of people are portrayed as someone very bold and slightly cold. Which is not entirely true. We've shown the story of a young entrepreneur. While it's about her achievement, we presented the human side of her story. A successful woman who remembers her ‘sorrys' and doesn't forget her ‘thank yous'.
 
Credits
 
Client: Titan Company
Brand: Tanishq
GM – marketing: Deepika Tewari
 
Creative agency: Lowe Lintas
CCO: Arun Iyer
ECD: Rajesh Ramaswamy
Group CDs:  Ujjwal Kabra, Rexena Devraj
Creative directors: Indrashish Mukherjee
Creatives: Poonam Nandivadekar, Pradhumn Acholia
 
 
President: GV Krishnan
SVP: Sudhir Rajasekharan
AVP: Bhupender Agarwal
Brand service director: Satish Perumal
Brand service manager: Vishwanath R
Project trainee: Arusha Mohanakrishnan
Source:
Campaign India