Tanishq markets 'Glam Gold' collection with new TVC

WATCH the TVC created by Lowe Lintas

Jan 09, 2012 02:50:00 PM | Video | Shephali Bhatt

Tanishq has created a new TVC for its 'Glam Gold' collection. The campaign has been created by Lowe Lintas.

The TVC shows a gathering dancing on the occasion of Aditi Sharma's (the bride-to-be) sangeet ceremony. The bride-to-be's friend (actress Neha Sharma) drags her closer to the groom so that the two can dance together when it starts raining heavily. The guests vacate the dance floor and the mood of merriment mellows, thereby upsetting the bride-to-be. Her friend realises that she can't let the rain ruin an important day in her friend's life and thus she goes out in the open and starts dancing in the rain. Soon everyone else joins her and the sangeet ceremony is turned into a rain dance party. The TVC ends with the two women sharing a tacit moment where the bride-to-be acknowledges the thoughtfulness of her friend.

Commenting on the idea behind the TVC, Arun Iyer, national creative director, Lowe Lintas, said, "We needed to showcase the values that the brand carries with itself. Alongwith highlighting the jewellery, we wanted to portray that the protagonists come with certain values, which comes out beautifully during crisis. We intended to make it a visually exciting ad wherein the girls dance in all their glory."

Iyer added that the entire cast and crew had a gala time while shooting and dancing in the rain.

Client: Tanishq
Agency: Lowe Lintas
Creative:  Arun Iyer, Rajesh Ramaswamy, Rexena Devraj, Adarsh Atal, Sonali Ranjit, Indrashish Mukherjee
Business: GV Krishnan, Sudhir Rajasekharan, Pritish Wesley, Arunabho Sen
Planning: Vikram Satyanath
Director: Prashant Issar
Production: Tubelight Films