Tanishq’s new solitaire campaign created by Lowe Lintas and Partners went on air post Diwali, and will explore the mediums of print, outdoor and digital.
The TVC is shot in a fine dining restaurant where a husband and wife are celebrating their tenth anniversary. The man asks his wife if she is sure about him, to which she says that he is a bit late in asking this question. He justifies by saying that his colleagues from office also think that ‘work is his first wife.’ He admits that sometimes he tends to think only about himself. She then interrupts to ask why he is in a ‘self-critical’ mood. It turns out that before gifting her something, he wanted to ensure that she had no plans to desert him. On opening the gift, she finds a solitaire ring and replies that she has no plans of leaving him for the next ten years.
He sighs, “Ten years!” and they both burst out laughing. In the end, the voice over says, “Tanishq solitaires. Because there is only one love.”
On the campaign, Arun Iyer, national creative director, Lowe Lintas and Partners, said, “Solitaires are something that Tanishq has not advertised for a while. For this campaign, we wanted to target slightly older couples because you need to reach a certain life stage where you have a certain amount of money to afford a solitaire. The brief was to tell a couple who have been in a marriage for a little bit that a solitaire is the ultimate symbol of love: that was the positioning from where the idea developed. The thought was that ‘there is only one love’ and the TVC was an articulation of this thought."
He added, "We thought that after a number of years of marriage, there is love but it is not the usual mushy kind of love as a degree of realism sets in. Both the partners understand each other and they accept each other’s flaws. The relationship has managed to transcend all that and still be as beautiful as it could be. We decided to take the tenth anniversary, which seemed like a good occasion to gift a solitaire.“
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Prasad Baggi, Indrasish Mukherjee and Adarsh Atal.
Business: Sudhir Rajasekharan, Pritish Wesley , Asha AP
Planning: Vikram Satyanath
Production: Curious Films, Mumbai
Director: Vivek Kakkad