Tanishq has rolled out a film for its Mia brand of jewellery.
Titled #MeInAction, the film conceptualised by Lowe Lintas, shows a woman serving food in a restaurant. The voice over is provided by the woman herself. As the film progresses, it's revealed that the 'all-action' woman is not a waitress, but the owner of the restaurant who likes getting involved in every aspect of the restaurant.
Sandeep Kulhalli, SVP, retail and marketing, Tanishq, said, "Mia by Tanishq has always offered the very best of fashion fine jewellery for women, and has always complimented her as she carries herself in total confidence. With the #MeInAction campaign, we aim to celebrate the crusader in a woman, at every step of her life, with complete style and elegance, and combined with her unstoppable actions; she is a force to be reckoned with. Everyone's eyes are on her as she captures the world entirely.”
Arun Iyer, chairman and CCO, Lowe Lintas, said, “Women today are achieving whatever they set their minds to. They are unhinged and fearless in their approach. But instead of putting their accomplishments on a pedestal, we wanted to show the work they put into it. Our desire was to bring to life the fact that whatever women do, they do it in their own unique way. Their strengths and personalities are what they bring to the table. To sum it all up, all we wanted to highlight women in action. That’s where the idea of “Me In Action” came from”.
Hari Krishnan, president, Lowe Lintas, added, “Every day, women from different walks of life, bring a little bit of their magic into whatever they do. That bit of magic is what sometimes makes all the difference. ‘Me in Action’ is a celebration of this spirit”.
The film is running on social media and digital streaming platforms.