Tanishq has rolled out a film ahead of Raksha Bandhan which will be celebrated in India on 3 August.
Conceptualised by What's Your Problem, the film shows a typical conversation between a brother and sister with the voice over explaining the bond the two share.
During the conversation, the girl is surprised with a Raksha Bandhan gift from her brother, a pair of earrings from Tanishq. The film goes on to reveal that the lady is also a nurse at a hospital and states that some 'sisters' are taking care of brothers and families other than their own and urges viewers to celebrate every sister during this year's festival.
Ranjani Krishnaswamy, general manager – marketing, Tanishq, Titan Company, said, "The beauty of the brother-sister relationship is also echoed in that of a nurse and a patient, the care, the concern, the selflessness with which the nursing community has been braving the pandemic, bringing comfort and medical assistance to people under their care. Over the past months in our own small ways, we have been supporting people who have been at the forefront of fighting the pandemic. We're glad to have partnered with Sochara to help support this noble community."
Titan is also supporting the 'sisters' of the nursing community through the special 'Sahodari' initiative and has associated with the Society for Community Health Awareness Research and Action (SOCHARA).
NE Sridhar, head – corporate sustainability, Titan Company, said, “True to being a Tata group entity, Titan has undertaken several initiatives to support fellow countrymen during these trying times of Covid. Besides supporting infrastructure-led programs, supporting migrant workers, health care professionals, and frontline workers and so on, we have also reached out to the nursing community in a small but important way to address their challenges. It is a small gesture to say ‘Thank you, Sister’!”
Amit Akali, founder and CCO, and Tejas Mehta, COO, What's Your Problem, said, "This is a very crucial Raksha Bandhan, one where brothers and sisters probably won’t even meet each other. The Covid context is also a reality. Keeping this in mind, we wanted to celebrate the importance of a sister in our lives, while yet trying to keep our message fresh and different from what anybody else might say. At WYP the attempt is always to try to come to the messaging from a different angle. We have also kept in mind what Tanishq as a brand is doing for people during these tough times. The film explores the relationship between brothers and sisters bringing alive all the care, concern, and tough love, this relationship entails."
Tanishq team: Gaurav Midha, Ru Chatterji
Creative agency: What’s Your Problem
Creative: Amit Akali – founder; Clyde Galbao – associate creative director; Yash Bendkhale – creative director
Account management: Tejas Mehta – COO; Pooja Selvaraj – Account Director
Films team: Falgun Busa
Production house: Oneness Media
Director and Copywriter: Bhavesh S Kosambia
Producer: Mitalee Prabhu, Aniket Naik