Campaign India Team
Nov 25, 2022

Tanishq rings a bell with harder marriage conversations

Watch the film conceptualised by Talented here

Tanishq has launched another film under its campaign ‘Marriage Conversations’, which encourages couples to have difficult conversations, before they plan on tying the knot. Conceptualised by Talented, the film urges couples to go beyond wedding conversations and planning, and instead focus on their life after the wedding and all the adjustments that come with it.
The film opens with a couple who plan on getting married. The woman tells her partner that she’s concerned about her father’s dialysis issue and how her mother will manage everything alone, once they get married. She expresses how she wants to be there for them and her partner assures her that she is there for them. 
When they reach, she tells him how they will be close to his family, but not to hers. He tells her that they will manage and get out of the car. They enter her parents’ building and the elevator stops at the third floor. Surprised, the lady tells him that her parents live on the fourth and not the third floor. He then takes her into an apartment and tells her that her parents are not just hers, but also his. When she asks him what his parents would have to say about them moving to where her parents were, he tells her that they're only waiting for the house-warming party. He then proposes to her with a ring. 
Ranjani Krishnaswamy, general manager - marketing, Tanishq, said, “We started our journey last year with a belief that the foundation of a solid companionship relies on honest communication and is built with trust. With our first story this wedding season, we wanted to shine on couples that embrace both sets of parents as their own. Tanishq celebrates these precious moments when it rings true for the to-be-wed couples with our stunning ranges of engagement rings.”
Binaifer Dulani, founding member and creative, Talented, and Sumera Dewan, strategy consultant, said, “This campaign is a labour of love, and a true partnership between Talented, Tanishq, Little Giant Films, and our consulting writer Aashna Sharma. Soon-to-wed couples across India have informed our selection process, for the two topics showcased in the second season. For all of its makers, the creative process has been reflective and personal. It has drawn from our lived experiences which has translated into characters that feel more flesh-and-blood. In the end, the biggest success metric we’re chasing is the number of marriage conversations couples in India feel inspired to have.”
Agency team: Binaifer Dulani, Nasreen Talukdar, PG Aditiya , Prashant Gopalakrishnan,
Teresa Sebastian
Consulting partners: Sumera Dewan, Aashna Sharma
Client team: Ranjani Krishnaswamy, Gaurav Midha, Tanasha Amlani
Production house: Little Giant Films
Producer: Vandana Singh and Karan Sharma
Director: Alankrita Shrivastava
Campaign India

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