Tanishq has launched a range of diamond jewellery ‘Inara’ that targets modern Indian women. Promoting the range is a TVC created by Lowe Lintas and Partners.
The film is set inside a Tanishq store where two sisters are having a conversation. The elder girl is going to get married soon. The younger sibling complains that she is tensed about the wedding, as people would start commenting about her being next in line for marriage. Wearing such jewellery would only draw more attention to her, she notes. Her banter continues until their attention is drawn to the new Inara collection. The younger sister is extremely impressed by one of the necklaces, completely forgetting her stated intent of not wearing such jewellery. The elder girl is surprised too, but by the price - around Rs 3 lakh. She tells her sibling that she expected it to be more expensive. The younger girl, in jest, says it is expensive – as she’s having to get married to have the necklace.
Deepika Tewari, head, marketing, Tanishq, explained that the Inara is targeted at the modern Indian woman, who is seeking diamonds to suit her jewellery wearing occasions, but also evaluates every purchase and is very prudent about her purchase decision. “Inara satisfies her prudence and is so versatile that it will compliment her traditional and contemporary jewellery wearing occasions,” she noted.
Arun Iyer, national creative director, Lowe Lintas, added, “We wanted to highlight the aspect of the jewellery being surprisingly priced but did not want to harp about it. So we took the route of the two sisters who are out to shop for jewellery. The TVC captures the beautiful moment between the sisters where one of them doesn’t want to wear such jewellery and how she comes around. In addition, the other sister is stunned at the pricing of the beautiful jewellery.”
Client: Tanishq (Inara)
Creative agency: Lowe Lintas and Partners
Creative team: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Adarsh Atal, Indrasish Mukherjee
Business: Sudhir Rajasekharan, Pritish Wesley, Arunabho Sen
Director: Vivek Kakkad
Production house: Curious Films