Tanishq has launched an ad film for the festive season conceptualised by Lowe Lintas. The film emphasises the association of gifting gold jewellery during the festivities.
The film with a peppy soundtrack captures festivities in different scenarios, with one commonality – the act of gifting Tanishq jewellery to one's loved ones, brightening their festival. It ends with the line “Aao manaye Tanishqwali Diwali" (Come, let's celebrate a Tanishq Diwali).
Deepika Tewari, GM – marketing, jewellery division, Titan Company, said, “Diwali is that time of year that everyone looks forward to. This festival is marked by beautiful traditions and the purchase of gold jewellery is an integral part of those traditions. Families and friends come together to partake in the festivities, and special celebratory moments are innumerable. In our latest film, we have captured these moments and the joy of going all out to celebrate.”
Hari Krishnan, president, Lowe Lintas, said, “Everything under the sun is bought during Diwali and there’s a huge fight for the share of wallet, by products across different categories. We wanted to bring back the relevance of gold over everything else in a Diwali celebration and highlight the sheer joy and emotions of gifting.”
Rajesh Ramaswamy, ECD, Lowe Lintas, added, “Jewellery is an integral part of Diwali. There is so much emotion behind it. It means a lot. We felt that if we really brought alive these little moments that capture so much joy, it would be an absolute delight to watch. We spent a lot of time nuancing these moments. And Anupam the director has captured it beautifully. We’re sure the energy in this film will be infectious.”
Client: Titan Company
SVP, retail and marketing, jewellery division: Sandeep Kulhalli
GM – marketing, jewellery division: Deepika Tewari
Brand manager, Tanishq: Sanjay Kumar
Creative agency: Lowe Lintas
Creative: Rajesh Ramaswamy, Ujjwal Kabra, Indrasish Mukherjee
Business: Hari Krishnan, Sudhir Rajasekharan, Bhupender Agarwal, Rini Nandy