Jewellery brand Tanishq has unveiled a digital campaign – #WhenItRingsTrue – to promote its range of engagement rings. The 90-second film, conceptualised by Tanishq and Lowe Lintas, looks to celebrate a special moment between couples that is commemorated with a diamond ring.
The film opens with a bride-to-be tapping her fingers nervously as she stands with her partner re-evaluating impending choices that will change her life. The duo is at the helm of making the most crucial decision of their lives that will set the tone for their ‘happily ever after’.
Ranjani Krishnaswamy, GM – marketing, Tanishq, Titan Company, said, “There comes a moment in our lives that defines the love of a lifetime and often that very moment overwhelms us with emotions that bind us with our partner for life. We believe that in that one precious moment when you realise that you have truly found the one; in that moment #WhenItRingsTrue you have found not just a partner, but a best friend, a confidante and a soulmate! And our engagement film is our sincere attempt to reflect upon the priceless moment ‘When it rings true’ of the relationship nestled in the everlasting aura of love. Young couples today want engagement rings that truly embody their personality and are a true reflection of the perfect love they share with their partners. A Tanishq engagement ring is perfect for those whose love stories are blossoming and who are envisioning a life together. We present our stunning range of engagement rings in designs to celebrate the start of this beautiful journey of togetherness with the moment that seals their memories and treasures them in the most special way.”
Sagar Kapoor, chief creative officer, Lowe Lintas said, “When it rings true’ is a moment that a lot of us have lived in our lives. It’s a time when you are excited about a change in your life stage, those butterflies in the belly make you wonder are things happening too soon. It’s a delicate emotion that needs a nudge from your partner. That’s what this story does. Also since these are engagement rings, the idea sits beautifully on the emotion.”
General manager – marketing, Tanishq: Ranjani Krishnaswamy
Senior marketing manager, Tanishq: Gaurav Midha
Assistant marketing manager, Tanishq: Ru Chatterji
Agency: Lowe Lintas
Creative: Sagar Kapoor, Arpan Bhattacharya, Pulkit Khandelwal
Account management: Sonali Khanna, Aditi Rungachary, Vandana Menon
Planning: Kishore Subramanian, Easo John, Namrata Sukumar
Production house: Crazy Few Films
Director: Sharat Kumar