Shephali Bhatt
Apr 16, 2012

Tanishq's new campaign markets affordable diamonds

WATCH the TVC created by Lowe Lintas

wide player in 16:9 format. Used on article page for Campaign.

Tanishq is out in the jewellery market this season with a fresh campaign that markets a new range of Tanishq affordable diamonds in the range of Rs 10,000 to Rs 25,000. The campaign is conceived and created by Lowe Lintas.

The TVC, shot in a Tanishq store, shows two men who have accompanied their wives to shop for diamonds. The two men are brooding over the fact that soon all their saved money is going to get washed out as they'll have to pay through their nose for those diamonds their respective wives are about to purchase. But the moment they prepare themselves to finally make the payment, their faces turn white in astonishment. They realise that the diamonds are not that expensive as much as they had assumed at least. At this point, one of the men asks his wife if she wants anything else as well, while the other happily suggests to his wife that he is always more than happy to buy her diamonds. The TVC ends with a voice-over that states that diamonds are now a man's best friend as well.

Commenting on the idea behind the TVC, Arun Iyer, national creative director, Lowe Lintas, said, "The market of diamonds has been through a lot of late, and it has been hitting people's pockets for a while now. Therefore, Tanishq thought of coming up with an affordable range of diamonds." He adds that the central thought was to project men as the biggest beneficiaries in this scenario. Shares Iyer, "When it comes to shopping for diamonds, men of the house might not have much of a say and therefore one may not realise how much they go through emotionally during the whole ordeal. So we thought, why not make diamonds a man's best friend as well, since they've always been a woman's best friend all this time."

Iyer said that the campaign would be able to connect with both men and women since the latter also fathom the plight of men who have to pay a high price to keep up with their (women's) fetish for diamonds.  

Unplugged moments:
Iyer shared anecdotes from the time the ad was being shot at a Tanishq store in Andheri, Mumbai. He said, "The TVC was shot in the store over two days and on one of the days, one level of the store was shut so people were shopping on the same floor that we were shooting on. It was funny to shoot the TVC while customers continued to shop around in the vicinity."


Client: Tanishq
Agency: Lowe Lintas
Creative: Arun Iyer, Rajesh Ramaswamy, Indrashish Mukherjee, Emmanuel Jeffery
Business: GV Krishnan, Sudhir Rajasekharan, Pritish Wesley, A.P.Asha
Production house: Footcandles
Director: Vinil Mathew

Campaign India

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