Tanishq has rolled out a campaign for its Divyam range. The campaign features the Padukones (Deepika, Prakash and Ujjala). Conceptualised by Lowe Lintas, the film narrates the story of the Diwali traditions of the family. The voice over for the film is provided by Deepika.
It begins with Deepika waking up on a Diwali morning to the sounds of crackers. She says, this year, once again, we'll get up to the noise of 'rassi' (rope) bombs. She gets out of bed and meets her mom (Ujjala), and is handed a cloth. A voice over says, this year once again we'll need to begin (house) work without coffee. She sees her father decorating the house with rangoli, another aspect that hasn't changed over the years. Meantime, her mother, Deepika observes, will give the local sweet store a run for its money. The decorative lights and lamps too find their familiar places. Deepika explains how her father's surprise gift for her (Tanishq jewellery) will also be at the same place again, and how she'll tear up once she looks at it. She takes it and runs towards her father to give him a hug. The film ends with the trio shown exchanging hugs as Deepika asks,“If Diwalis are as beautiful as this, why would anyone change a single thing?”
Deepika Tewari, GM – marketing, jewellery division, Titan Company, said, “Diwali is a time of the year when we usher in goodwill and celebrate with our loved ones. We revisit our traditional roots, reminisce about the good year gone by and make new memories with our near and dear ones. While families grow larger and people move away from home, some things never change and every year we hope to get together while looking for new ways to bring alive our treasured customs. This is what we celebrate in our latest TVC with Deepika Padukone and her parents, who bring alive the true essence of Diwali. The story of a family celebration that any of us can relate to – this is something we are happy to showcase this festive season. We at Tanishq truly believe that when we start the year right, the rest of it is just as good.”
Rajesh Ramaswamy, ECD, Lowe, said, “Rituals and traditions during festivals are the ones that give us real joy. If they don’t happen in the same manner, it doesn’t seem like you have celebrated Diwali. We operated with this insight, that these things need no reinvention because we all love it the same old way. And yes, Deepika and her family captured this emotion in such a beautiful manner.”
Agency: Lowe Lintas