Tanishq has launched a TVC featuring newly appointed brand ambassador Deepika Padukone, that celebrates the eternal relationship between a mother and daughter. The film has been conceptualised by Lowe Lintas and went on air on 10 May.
The film begins with the Bollywood actor seated in a jewellery store trying on various necklaces. She addresses her mother through the voice over. She talks about all the times her mother has scolded her for the smallest of things such as sleeping till late or leaving a light on. Her own fame has had no effect on the status quo, she fondly notes, adding that she still doesn’t find the courage to not finish everything on her plate before her mom. As she reaches home late one evening, her visibly upset mother opens the door. And as the older lady lays out the dinner, her daughter presents her with a necklace from Tanishq, with a note that says ‘Thank you for being you’. In tears now, Deepika hugs her mother. Through the voice over, she confesses that she loves her scolding, as she remains her mother’s little girl.
The film ends with a super of Tanishq as a male voice over says, “Timeless jewellery from Tanishq. Because some things never change.”
Rajesh Ramaswamy, ECD, Lowe Lintas, said, “When we signed Deepika, we were interested in her as a person itself and she’s gone beyond being an actor right now (into being a personality). There’s a lot more to her than being just glamorous. What was most charming was the relationship she shared with her family. Even the way she comes across and the way she behaves, you know the kind of upbringing she’s had. It’s very simple, very normal despite being such a big celebrity. We thought that was a nice thing to show and something people would relate to.”
Creative agency: Lowe Lintas & Partners
National creative director: Arun Iyer
Executive creative director: Rajesh Ramaswamy
Unit creative director: Ujjwal Kabra, Rexena Devraj
Creative : Adarsh Atal, Indrasish Mukherjee, Charan Kumar, Joann Joseph
Account planning: Phalgun Thirusvasu
Account management: Sudhir Rajasekharan, Bhupender Agarwal, Arunabho Sen, V. Akhila, Vishwanath R.
Director: Vivek Kakkad
Producer: Shahzad Bhagwagar
Production house: Curious Films