Tanishq has rolled out a campaign for its newly launched Zyra collection.
The film shows a young couple at a Tanishq store, with the lady finding it difficult to choose from two sets of earrings. Her husband,who is restless, after fiddling with his phone, looks towards her and picks his favourite among the two to help hasten the decision. He asks 'Ho gaya na?' (Have we decided now?) and gets up from his chair, in an obvious hurry to leave. The lady responds to this by asking her husband if he remembers Sid. He does. He recalls that it was the same ‘duffer’ who had proposed to her during the third year of college. She retorts that it was very difficult for her to pick between him (her husband) and Sid back then, and that she doesn't want to make the wrong decision now. The stunned husband asks the man at the counter to pack both in an effort at damage control. The film ends with him saying, 'Tumhe toh heere ki parakh hi nahi hai' (You don't realise the value of a diamond), referring to himself.”
Arun Iyer, NCD, Lowe Lintas and Partners, said, “The whole deal for this campaign was that it was a collection which had so many good designs and priced so well. The idea was that it’s going to be difficult to choose (Ek hi pe dil nahi aata hai) and that is what we played out in a slightly tongue-in-cheek way. We have shown how things are never said directly and there is a slightly implied meaning in statements."
Agency: Lowe Lintas and Partners
NCD: Arun Iyer
ECD: Rajesh Ramaswamy
Creative team: Ujjwal Kalra, Adarsh Aral, Indrashish Mukharjee, Rexina Devraj, Joanne
Servicing team: Sudhir Rajasekharan (SVP), Parshuram, Satish, Aditi