Tanishq has rolled out a new campaign through which it positions itself as the brand to be the jewellery destination for all communities.
The film conceptualised by Lowe Lintas shows a Punjabi family visiting a Tanishq showroom to select some wedding jewellery for their daughter, who is getting married soon. The Tanishq salesman asks them what kind of jewellery they would like to see – Tamilian, Bengali, Marathi – and the mother replies Punjabi. Just as her daughter (the bride-to-be) picks a set wedding set of her choice, her grandmother notices a South-Indian bride trying on some jewellery. The old lady is shown to be mesmerised by that girl's jewellery and look. Just as the bride-to-be tries on her jewellery set and asks her grandmother 'how is she looking', the grandmother asks her to not get married. The whole family is stunned. The grandmother continues and tells the girl that since it’s a love marriage she shouldn’t have picked a Punjabi boy and instead picked a South-Indian boy. This way she would have had two types of weddings and two types of jewellery. The whole family is amused and the bride-to-be just laughs it off. She tells her grandmother that she still has ample to time to convince the younger sister about the same.
Deepika Tiwari, GM - marketing, Tanishq said, “Being India’s leading jewellery brand, Tanishq is the preferred jeweller for many Indian families. The wedding season is the single largest jewellery buying occasion for most Indian families, across all cultures and communities. In our latest campaign, we wanted to showcase our region-specific collections and communicate the fact that ‘hum kisi bhi shaadi key liye tayaar hain’. In true Tanishq style, we have done it by using a progressive grandmother as the protagonist to deliver this message. As a brand, we continue to be present across the length and breadth of India, winning the hearts of many.”
Arun Iyer, national creative director, Lowe Lintas + Partners, added, “When people usually visit jewellery stores, there’s a pre-conceived notion they have about the origins of the jewellery, with the North Indian make being a top-of-mind recall on most occasions. The campaign showcases other options – from various regional settings - that are available for people to choose from and how Tanishq is a one-stop shop for jewellery shopping for any community.”
Agency: Lowe Lintas Bengaluru
National creative director: Arun Iyer
Executive creative director: Rajesh Ramaswamy
Unit creative director: Ujjwal Kabra
Creative team: Adarsh Atal, Indrasish Mukherjee and Devika Srivastav
Vice-president, Bengaluru: Phalgun Tiruvasu
Executive director, South: G.V. Krishnan
SVP: Sudhir Rajasekharan
Senior brand services director: Bhupender Agarwal
Brand services director: Arunabho Sen
Brand services manager: Vishwanath R