Tanishq celebrates the life of women with extension of 'heera ho tum'

Tanishq has extended its 'heera ho tum' campaign with a film that has been conceptualised by Lowe Lintas.

 

The film opens at a Tanishq store. A lady is looking at a diamond set and thinking that she requires a reason to buy it. That's when she goes down memory lane and recounts the several occasions which came and went her way, which included a job offer, the birth of her child, and her child then showing affection towards her through a card. That's when the film moves back to the present, and her child tells her to finally make the purchase. The mother takes note and finally makes the purchase she's been delaying. 

 

Ranjani Krishnaswamy, general manager, marketing, Tanishq, said, “'Every woman a diamond’ is a celebration of ‘her’ life. At a very visceral level, diamonds symbolise the life of a woman. Her understated view of her journey, her seemingly ordinary lens to her extraordinary life, of how far she has come and who she has become today. The story telling pictures a typical lens that women give to their lives, they go through many wins in life, many achievements, many life defining moments but still looking for reasons to celebrate themselves. Our attempt was to seed a thought of how her life in itself is a celebration that doesn’t need a justification. And a Tanishq diamond is such a befitting encapsulation of that celebration.”

 

The campaign is spread across TV, print, digital, outdoor and social media.