Tanishq has launched a campaign for Diwali, titled 'Utsaah' (excited), to highlight how Tanishq's jewellery brings joy to the giftee, as well as the gifter and makes for a perfect gift for the festival.
Conceptualised by Lowe Lintas, the film aims to showcase the brand's exclusive collection through different moments.
The 150-seconds film weaves together various stories of people, for whom Diwali is a perfect excuse to reconcile with friends and loved ones, who they might have hurt in the past. It also showcases how Tanishq's jewellery acts as a perfect gift for those not only wanting to celebrate the festival, but also reconcile with each other.
Ajoy Chawla, CEO, jewellery division, Titan Company, said, “The need to find comfort in the present, and celebrate every small moment forms the core of our Diwali campaign. Our festive collection Utsaah takes this thought forward of celebrating 'today' with intricate designs.”
Sagar Kapoor, chief creative officer, Lowe Lintas added, “This Diwali, Tanishq inspires us all to acknowledge the importance of ‘Aaj’. As humankind, we have experienced every possible emotion in the recent past and perhaps understood every emotion a bit more than ever before. Diwali is that reason for us to revel in today and light up our lives to light up what lies ahead of us.”
Creative agency: Lowe Lintas
Creative director: Deepak Thomas
Production house: Lucifer Circus
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Watch the film conceptualised by DDB Mudra here