Campaign India Team
Dec 15, 2014

'We are ready for all types of weddings' says Tanishq

Watch the ad fiilm conceptualised by Lowe Lintas here

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.”
Client: Tanishq
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
Campaign India

Related Articles

Just Published

9 hours ago

IPG Mediabrands launches global ecommerce unit ...

In India Interactive Avenues - A Reprise Network Company will lead the ecommerce offering

14 hours ago

Twitter ad revenue bolstered by return of events

Advertisers return to Twitter as product launches and live events begin to resurface worldwide.

15 hours ago

Amazon triples net income, nears $100 billion in ...

International operations turned a profit of $407 million, while revenue for the company's 'other' category, which is mainly its advertising services, grew 50% year over year.

15 hours ago

Facebook ad revenue boosted by commerce uptick

APAC led user growth, as Mark Zuckerberg said Facebook benefits from people and businesses "relying" on its platforms to stay connected and make money during Covid-19.