MxMIndia

Tag: Tanishq

  • The brand has taken a leap of faith with the ad around a transwoman, and we can expect a lot more from it, writes Sanjeev Kotnala

    Bhima Jewellers: Simply Pure as Love or…?

     

    By Sanjeev Kotnala

     

    This morning, I woke up with SudhaPillai on my Twitter timeline asking: why are people not talking about this ad from Bhima Jewellers? My answer was: Bhima Jewellers – who are they, and what ad are we talking about. And then I saw Ramki appreciating the ad. Curiosity took control of me, and I watched PURE AS LOVE from Bhima Jewellers.

     

     

    Why aren’t people talking about the new @bhimajewellers ad? It’s a watershed moment in the history of #jewellery ads. A brave move. Will it help sell the product, I don’t know. But it has dared to go where no one has before. https://t.co/lnyMQNlDZs

    — Sudha Pillai (@sudhapillai) April 14, 2021

    The first thing the question was correct. Why are people not talking when TANISHQ, AIRTEL, NYAKA has people buzzing with their bold and, at times, controversial advertisement. Watch the Bhima ad here.

     

    Bhima Jewellery ad shows the journey of a trans woman changing to a beautiful woman with the support and understanding from her family. The metamorphosis or the reveal, when she finds the real I. And in each of the transformative milestone, there is jewellery. Almost making a woman incomplete without it. Not said in the ad, but almost seems that the transwoman journey is complete only with the jeweller. Maybe I am reading too much.

     

    My initial reaction was that it was too bold. Too before the time, like the beautiful movie Lamhe starring Anil Kapoor and Sridevi was in the early ’90s or late eighties. And then a realisation- maybe it is me who us behind time. Perhaps I have to change my lenses to see things a bit more clearer.

    I am not sure if the world outside has really changed that much. Or are we becoming more open, transparent, supportive and inclusive? Is the gender continuum not just a white paper but a reality of acceptance.

     

    NOT WORRIED OF ADVERSE REACTION.

    No, I was not worried about the large target group, women not wanting to wear jewellery aimed at LGBT. In fact the new world, the brand most likely will benefit as the thoughts will find an echo and the user feel proud in its association.

    Emotional boundaries, exploring new stories to depict the beautiful moments is not unique or new to the jewellery segment. We have seen brands experiment. And we have seen the brands being challenged too when they miss reading the acceptable boundaries.

    However, Bhima Jewellers is not high on the SMEAR meter. The only possible adverse reaction could have been from the LGBT community. There, the brand has taken care to ensure it was safe on that side.

     

    BHIMA AD SCORES IN MANY COUNTS.

    The ad is beautifully made. Frame by frame, it weaves the magic. It lingers just at the pace to take you along on the journey. The protagonist is a real-life transwoman Meera Singhania, and that adds to complete realism.

    There is a level of dignity in presentation. There is no forced pushed agenda and unreal situation. The turmoil and the support are so well captured in the film that you feel nice about the whole things. And yes, the jewellery brand is so well integrated with the story. It is a story of doing good for the child—wholehearted acceptance through the generation. And the openness, the transparency with the reality- the acceptance – and somewhere a pride too.

     

    LGBT REACTION.

    I don’t know how a transwoman would react to the ad. Featuring a transwoman in real life is enough to say it is accepted. The possibility of adverse reaction is low.

    I did try to speak to two transwoman friends, they refused to comment or share anything publicly.

     

    OPPORTUNIST!

    People do point out that the brand is an opportunist. In the past, the same brand, Bhima Jewellers, had withdrawn the advertisement from Mathrabhumi – which had published/serialised a controversial novel Meesha by Malayalam writer S Hareesh. Did Tanishq not withdraw their ad? Was Tanishq not also threatened with public outcry?

    I feel the brand has taken a leap of faith, and we can expect a lot more from them. Looking at some past work by the brand seems to be trying to fly within the constraints. Be liberated enough. An earlier communication spoke of women shining across life. It asks the woman, Where Will They Shine Next With Bhima?

     

    Then they did this wonderful interplay with music- called SWARNALAYAM. It featured artists from Kerala like Annamanada Parameswara Marar (Thimila), Kallur Ramankutti ( Chenda), K. S. Maheshkumar (Mridangam), Prof. Potti (Veena), R. Swaminathan (Violin), Thiruvillamala Hari (Edakya), Thiruvizha Jayashankar( Nadaswaram), P. Unnikrishnan (Vocal), Stephen Devasy (Keyboard), Rex Vijayan (guitar). (source internet)

     

    Frankly, I wish the brand all the best and appreciate their communication. Definitely expect to see more in time to come.

     

  • Reinvents its wedding brand Rivaah in a new avatar

    Tanishq films for wedding exclusive brand

    By Our Staff

    Tanishq has unveiled a new brand proposition for its wedding exclusive sub-brand Rivaah. The new campaign film showcases a series of brides from six communities to showcase cultural diversity inherent to Indian weddings.

    Said Ranjani Krishnaswamy, GM – Marketing, Tanishq, Titan Company Ltd: “Weddings are undeniably one of the most memorable moments of our lives and wedding jewellery holds a special place in our hearts as it embodies priceless sentiments, symbolizes our diverse ethnicities & the richness of our traditions. Rivaah by Tanishq celebrates this richness and diversity of Indian weddings from the lens of a National Local Jeweller. Rivaah by Tanishq has a wide range of stunning handcrafted bridal jewellery trousseau for today’s millennial bride. The Rivaah bride is classic in her wish to immerse herself in her wedding rituals while also being closely participative in understanding their symbolism.”

     

     

  • To promote a range of engagement rings with a digital film

    Lowe Lintas creates campaign for Tanishq

    By Our Staff

    Tanishq has launched a new campaign to promote its range of engagement rings with a digital film. The 90-second film has been conceptualised by Tanishq and Lowe Lintas.

    Said Ranjani Krishnaswamy, GM – Marketing, Tanishq, Titan Company Ltd: “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.”

    Added Sagar Kapoor- Chief Creative Officer – Lowe Lintas: “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 you partner. That’s what this story does. Also since these are Engagement Rings, the idea sits beautifully on the emotion.”

     

     

  • Showcases ‘The Cupid Edit’ by Tanishq

    Voot teams up with Tanishq for V-Day

    By Our Staff

     

    Voot Studio and Mia by Tanishq have collaborated for a Valentine’s Day brand film. Voot Studio has conceptualized and created a 40-second film as part of a campaign to showcase Mia’s ‘The Cupid Edit’ Valentine’s Day collection.

    Said Gourav Rakshit, COO at Viacom18 Digital Ventures: “Voot Studio has been an effective partner for brands in their objective of driving the right message, reach and resonance through engaging and interesting brand solutions. Mia by Tanishq is a very progressive brand that breaks stereotypes through its inspiring product line and messaging.  We are happy to partner with them in creating a captivating film for their latest launch that will strike the right chord with the right relevant audiences on Voot.”

    Added Shyamala Ramanan, Business Head, Mia by Tanishq: “Mia is a line of fine jewellery, hand crafted for the woman of today. ’Mine’ in Italian, Mia is unique, precious and beautiful. Our Valentine collection, The Cupid Edit, captures the Pearl’s timeless allure in combination with the brilliance of diamonds in a modern avatar. We are excited to collaborate with Voot, as it is a perfect platform to run an exclusive brand campaign for our latest collection.”

     

     

  • Tanishq, like every other brand and organisation, is a social entity and by definition, needs to be exceptionally sensitive to the ecosystem it operates in, writes Sanjeev Kotnala

    Comment | Sanjeev Kotnala: Is Tanishq on a Hat-trick of Taking Down Ads?

    Screengrab from the Tanishq Diwali 2020 ad

     

    By Sanjeev Kotnala

    When someone including me asks What is wrong with Tanishq? There is a counter-question, what is wrong with us? And What’s Your Problem? And the answer is: Everything.

    Tanishq, like every other brand and organisation, is a social entity and by definition, needs to be exceptionally sensitive to the ecosystem it operates in.

    Why?

    It takes too much of a strategy, guts or stupidity to do it again and so soon.

    To antagonise the community during the festival when you expect large sales to happen.

    So, here are a few possibilities:

    • Buoyant with the last BUYCOTT and buzz it created, the brand now uses it as a strategy. Release an advertisement. Withdraw it.

    • The brand does not bother with the boycott calls on social media. It knows that as a trusted brand, people will still buy from it. Which did happen last time.

    • The Tanishq team at the client and the agency’s end, including the consultants, have a long learning curve.

     

    NOTHING WRONG!

    On the other side, there is nothing wrong with the Tanishq Diwali Advertisement.

    Many brands could have taken this No Crackers as a CSR communication. Quite a few more may do so and not have a backlash.

     

     

    What did the ad say?

    The simple and good-in-its-intent Tanishq Diwali ad has four well-known women talking about how they will celebrate Diwali this year.

    Sayani Gupta tells how she is hoping to meet her mum after really long, and she is definitely not going to burn any firecrackers. She even adds – ‘I don’t think anyone should light any firecrackers. Lot of diyas. Lot of laughter hopefully and a lot of positivity’.

    Alya says she will eat a lot of sweets and food. She will spend time with her family and close friends. Neena Gupta says she will dress up and wear nice jewellery. Then finally Nimrat Kaur tells you that how this year it’s all the more important to be with family.

     

    The last outing with Love Jihad.

    The last time Ekatvam faced Love Jihad. Call for the brand to be sensitive was loud and clear. The brand withdrew the advertisement. And the brand was criticised by people, who believe that taking down the ad was a sign of weakness. And maybe the brand did not believe in what it was saying. 

     

    The Cracker-free Diwali

    Some states have banned firecrackers. A few have banned bursting firecrackers in public spaces. The new generation is quick in adopting green initiatives and is sensitive to the pollution issue. The cracker-free Diwali message should have been okay. 

     

    Brands must have its ears to the ground

    However, if the brands have been using their digital listening tools properly, they would have got a hint of resistance. These are definitively charged times. Hindus as a community are fed with multiple messages that question the treatment they get in a state that they believe should not have been secular but a Hindu Rashtra. They feel they are singled out in the politically and socially. They hate the temples controlled by the government when other religious places are mostly free from such governance. They see only their festivals, rituals and traditions questioned. They see the need to prove their faith.

     

    Any Spark would do

    The Hindu feel weak not in the number but in unity, in protest and acts. They believe that as a majority, they have the right not to be questioned for everything. They see how some other communities and religious groups can semi-dictate the agenda and their demands. How being a majority works against them? This is a charged environment. Anything and everything can be the spark that can socially have an equivalent of the Beirut Ammonia Nitrite blast.

     

    The brands have to realise it and be sensitive. No one would have said anything if it was burn crackers responsibly, burn less. 

     

    A Suggestion

    The concept of Ekvatm is excellent for the time. Somewhere it has been lost or robbed of its sheen because of few pieces of communication being interpreted differently.

    Maybe the brand could do well to bring alive what is hidden in its websites. The collectivism of multiple artesian, jewellery styles like Meenakari, Laser, Stamp etc. to create and celebrate Ekatvam.

     

    Sanjeev Kotnala is a senior marketer, business strategist and educator. He writes for MxMIndia weekly, on Wednesdays, and also on many other days. His views here are personal.

     

     

  • We have a choice now, writes Prabhakar Mundkur. Either conform to the feelings of the new India that has been emerging for the last six years or continue to live in the past

    It’s Mera Bharat Mahaan for Micromax

     

    By Prabhakar Mundkur

     

    In light of the Tanishq controversy, the new Micromax commercial provides an interesting counterpoint.

     

    The larger  truth that I am missing in all the marketing discussions on Tanishq is that ‘brand purpose’ came about because Millennials and Gen X in the West were looking for authenticity, honesty and purpose in brands.  In other words, they were looking for brands to mirror their own feelings and their higher purpose.  And this higher purpose took the form of say ‘Real Beauty’ for Dove as a proof of authenticity or the higher purpose took on a higher social responsibility to support some cause: sexism, racism (for us it is casteism), climate change, sustainability, poverty, domestic abuse, climate change and a host of other causes.

     

    I don’t know if the big brands have done a study of what this greater social responsibility might mean for Millennials and Gen X in India. I don’t think it is any of those that I mentioned for the Western audiences above.

     

    But the important point here is a that it is not marketing directors who sit in their ivory tower offices and determine brand purpose or the language a brand speaks. For brand purpose to be real, it must coincide with the people’s aspirations. Just as an example if the higher purpose of our targets in the country is to prevent “love-jihad” they may want to see brands that reflect that higher purpose. And Tanishq’s higher purpose was at odds with the higher purpose of a section of the public that engaged in the destruction of their commercial.

     

    After all, brands are not allowed to have a purpose that excludes the people it is talking to unless it wants to be altruistic or idealistic, which I am sure is not what Tanishq wants to be.

     

    Moving on, I found a useful counterpoint in this Micromax commercial.

     

    https://m.youtube.com/watch?v=aRo69b1wTNg

     

    The commercial essentially announces that they are back in the game after having taken a beating at the hands of the several Chinese mobile handsets in the market.

     

    In its ‘come back’ commercial appropriately titled ‘Micromax is Back’, the brand touches all the hot spots of the new Indian. Look at the various subtle inflections.  The story of an Indian entrepreneur who came from the ‘gullys’  of middle class India after borrowing Rs 3 lakh from his father.  A brand that was the No 1 brand in India and in the top ten brands in the world.  Stirring the new sense of ‘nationalism’ in the Indian.

     

    Then look at the skillful way in which the brand provokes anger against China by saying he was put down by Chinese brands. And that too in his own country? Oh, the injustice of it all!

     

    Then invoking the border conflict with China, invoking the Prime Minister were all briiliant strokes in a campaign that reeks of Made in India.  And to cap it all the new series being marketed by the marketers is ‘IN’. Another stroke of brilliance to use the first two letters of the country name. What could be more Indian, more desi that?

     

    Now go back to the Tanishq commercial and think for yourself whether it invoked the right feelings in the target audience. Or did it provoke mob anger by touching on a raw nerve that people are most sensitive about.

     

    For me this is a case study that brands cannot speak a language that does not strike the right chords among the people. Brands can’t hold beliefs that are in insolation without consulting the people they are talking to. Brands need the permission of the people before they speak.

     

    We have a choice now.  Either conform to the feelings of the new India that has been emerging for the last six years or continue to live in the past.

     

    Lofty ideals for brands must be examined in the light of the current mood of the nation.

     

    Prabhakar Mundkur is a veteran advertising professional and commentator. And also a musician. He has worked across geographies. His views here are personal

     

     

  • Or now better known as the big boss of the agency that created the Tanishq Ekatvam ad. A freewheeling conversation between AA and Pradyuman Maheshwari

    MxM Live with Amit Akali, Founder & CCO, What’s Your Problem

     

    His agency created the much discussed Tanishq Ekatvam advertising, which was trolled and taunted on the social media. These led to threats against the company’s personnel which finally led to the ad being pulled out. Post that there were reports of one or more Tanishq stores being vandalised and with miscreants forcing the store manager to issue an apology. At the same time, there has been a huge outpouring of love for the brand with people resolving to patronise it more than ever before.

     

    MxM Live spoke with Amit Akali, Founder, MD & CCO What’s Your Problem and CCO, Medulla on the advertising. And whether it would impact the creative process going forward. Akali also spoke about some of the work that his agency has been doing, beyond Tanishq.

     

    His very first video interview after the controversy broke out last week.

     

    Watch. Enjoy. Like.

    This interview was conducted on Sunday, October 18, 2020, and published on October 20.

     

  • Ad Club Bangalore comments on Tanishq ad

    By A Correspondent

     

    Interestingly, the Bengaluru-headquartered Tanishq is not a member of the Advertising Club, Bangalore. But the Club supports them.

     

    The following is the statement on the ad issue:

     

    “The Advertising Club Bangalore strongly condemns the threatening and targeting of Tanishq and its employees in regard to their latest advertisement on the new jewellery line.

     

    We stand together by the team at Tanishq and against such aggression.”

  • Tanishq is an ISA member and ISA supports them, notes the statement

    Indian Society of Advertisers issues statement on Tanishq ad

    By A Correspondent

     

    The Indian Society of Advertisers (ISA) has issued a statement on the Tanishq advertisement.

    It says: “Tanishq is an ISA member and ISA supports them. This advertisement had been viewed at Advertising Standards Council of India (ASCI) by an independent panel of multiple stakeholders from industry and society and the panel had not found anything objectionable, indecent or repulsive that could lead to any widespread offence.”

  • Advertising Club issues statement on Tanishq Ad

    By A Correspondent

     

    The Advertising Club has issued a statement on the Tanishq advertisement controversy:

     

    “The Advertising Club on behalf of the Indian media and advertising industry strongly condemns the threatening and targeting of ‘Tanishq’ and its employees in regards to their latest advertisement on the new jewellery line. After review by our internal team consisting of multi-sectoral experts we have come to a clear consensus that the advertisement breaks no ethical standards, is not derogatory to any person, organisation or religion and does not hurt any national sentiment.

     

    In continuance with its tradition, The Advertising Club upholds the primacy of creative freedom as a fundamental right of the Marketing and Advertising fraternity and hence disapprove of the approach to stymie that freedom. Our industry allied bodies of IAA and AAAI endorse our view that such baseless and irrelevant attack on creative expression is extremely concerning and we together stand by the team at Tanishq and against such aggression.”

  • The events which led to the recent Tanishq advertisement being pulled back are very unfortunate, notes the India Chapter of the International Advertising Association

    IAA India statement on Tanishq ad

    By A Correspondent

     

    The India Chapter of the International Advertising Association (IAA) has issued a statement on the Tanishq ad controversy.

     

    Notes a statement:

     

    “The India Chapter of the International Advertising Association (IAA) strongly reiterates the need to strengthen and safeguard the fundamental right to express and receive commercial expression as guaranteed in Section 19 (1) (A) of the Constitution of India.  Any attempt to stifle this should be condemned in the strongest of terms.

     

    The IAA has always stood for freedom of commercial speech and expression, self-regulation and gender-parity. Our many meaningful initiatives in these areas stand testimony to that commitment. The marcom industry has always used its creative depth to create messages that promote amity, peace and harmony in every area of life and work. The events which led to the recent Tanishq advertisement being pulled back are very unfortunate. While we respect the opinion of every individual on subjective matters, these should not descend to illegal threats and anti-social behaviour.

     

    We appeal to the concerned governments to take a serious view of such intimidating behaviour and take exemplary action where required to ensure that businesses are provided a safe environment to communicate their brand advertising messages and contribute to economic resurgence of the country.

     

    Both AAAI (Advertising Agencies Association Of India) and TAC (The Advertising Club) are also united with India Chapter of IAA (International Advertising Association) on this stand.”

     

  • The advertisement in question was viewed at ASCI by an independent multi stakeholder panel- The Consumer Complaints Council

    ASCI view on Tanishq ad

    By A Correspondent

     

    The Advertising Standards Council of India (ASCI) has issued a statement following a decision on the complaints received against the Tanishq advertisement. The complaint that the ad was objectionable “since it promoted communal intermingling”, as per an ASCI communique.

     

    Added the ASCI communique: “The advertisement in question was viewed at ASCI by an independent multi stakeholder panel – The Consumer Complaints Council, which balances view points from industry, civil society, lawyers, consumer activists as well as domain experts. This panel was unanimous that nothing in the advertisement  was indecent or vulgar or repulsive, which is likely in the light of generally prevailing standards of decency and propriety, to cause grave and widespread offence. The complaint was not upheld, as the advertisement did not violate the ASCI codes of honesty, truthfulness and decency in advertising. Therefore ASCI has no objection to the airing of this advertisement, should the advertiser choose to do so.”