By A Correspondent
Keeping the tradition of being a progressive brand and its unusual take on societal taboos, Tanishq has breathed fresh perspective to the occasion of Raksha Bandhan by celebrating sisterhood.
On the occasion, when the brands were bombarding consumers with sales messages, 22feet Tribal Worldwide spun the idea of paying a tribute to sisterhood with a prospect of expressing something unique, in a way that benefits the brand. The agency crafted a web-only ad film which showcases that with the changing times, the definition of Raksha Bandhan has evolved and is not just constricted to brother and sister. Through this film, the brand and the agency celebrate the bond between two sisters; who protect each other, grow up together, laugh, share, care, fight, argue – and each of these little nuances makes their bond even stronger.
With a background monologue of a younger sister speaking to her elder sister via a letter, while gifting her a Tanishq product for Raksha Bandhan, the film progresses to show many sweet moments where the elder acts as shield to the younger sister from all the difficulties she has faced in various phases. The gift is the younger one’s way to thank the elder one for lending her a shoulder to cry upon, being a root to anchor, a mentor and protector.
Clientspeak:
Deepika S Tiwari, GM-Marketing, Tanishq: The relationship between sisters is incomparable, those who enjoy having a sister will know that sisters are solid pillars of strength for each other. They laugh, share, fight and make up and they grow up with each other and the bond and support for each other only grows stronger. In this new film Tanishq includes sisters in Raksha Bandhan and creates a new way of celebrating this age old festival. It has connected with millions of sisters and triggered an idea in their minds of participating in this festival.
Agencyspeak:
Ramraaj Raghunathan, Business Lead at 22feet Tribal Worldwide:Â Be it with our products or with our marketing communication, Tanishq has always looked to give shape to the emotions of the increasingly self-assured Indian woman. Celebrating the bonds of sisterhood was a thought that felt like a contemporary extension that did not take away the essence of the festival.