Indian festivals are known for their deep-rooted traditions and specific regional influences. Some of these are of course regressive, but like various Tanishq commercials of the past, there’s a progressive touch.
Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “With India being such a diverse market, we agreed that it was time to talk to our customers on a more personal level – by showcasing local festivals like Teej. This film shows how relationships have evolved and beautifully captures the celebration and love that Teej is all about.â€
Added Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas: “Tanishq has always been progressive in their communication and the Teej film is no different. The simple act of an elderly man defying tradition and fasting for his wife is an inspiration to reinterpret traditions for modern times.â€
The relationship between a father and his daughter is a special one. Tanishq’s latest film for wedding jewellery Rivaah captures this very bond. Through this film, Tanishq celebrates the fact that regardless of which part of the country you hail from, every father feels the same way when his daughter is getting ready to sail into wedded bliss.
Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said: “Every father in the world wants the best for his daughter and for her wedding day to be the most special day of her life. The launch of Rivaah is our endeavor to ensure that every father can give his daughter the best wedding jewellery as she begins a new chapter in her life. Every piece from the collection embodies the promise of Rivaah – to give the bride the best in terms of design, value and purity at competitive pricing.â€
Added Arun Iyer, CCO, Lowe Lintas: “As easy as it is to know that a father and daughter bond is always unique and strong, depicting it is equally difficult. We found six different insightful situations to highlight the singular feeling of love a father has for his daughter. And we’re glad we were able to capture this beautiful bond no matter which region the setting was in.â€
Tanishq, India’s leading jewelry retail brand is famous for its blend of traditional values coupled with a modern outlook in its product designs. While showcasing its unique offerings, the brand’s various campaigns have always provided a fresh perspective to ornament purchase.
On the occasion of 2017 Valentine’s Day, Tanishq and 22feet Tribal Worldwide are back with a new film which beckons the viewers to give a #GiftFullOfLove to the person you love. Not because it’s a day to celebrate ‘love’, but because you love them. The film looks at Valentine’s Day as not just an occasion to celebrate love between two spouses but as an occasion to celebrate love in all forms and relationships. It explores various relationships a person has in their lifetime and how Valentine’s Day is a celebration of all of them. An older couple, a recently married couple, two sisters, father and daughter, all of them come together to celebrate this day of love with Tanishq- a Gift Full of Love.
The background monologue states how love is not bound by age or marital status; that one can choose their own Valentine or be their own Valentine! The act of gifting should be filled with love irrespective of one’s choice. All this while cleverly showcasing Tanishq’s various branch outlets across the country.
This film simply serves as an unusual take on one of the many simple truths of life and breaks the clutter for the brand. It has received an overwhelming response from the brand’s social followers, resulting in over 111K views and 337 shares on Facebook alone since the film’s release on February 08, 2017.
Added Ramraaj Raghunathan, Business Development Lead, 22feet Tribal Worldwide, “Tanishq has always been passionate about exploring and celebrating the bonds that connect people. Our products symbolize love, trust and commitment. Though this web film on Valentine’s Day, we hope to encapsulate love in all its forms and celebrate it with all of customers.â€
Tanishq has launched a high-decibel integrated campaign with emphasis on print and oututdoor. Apart from its push on television, Tanishq has tapped several cities to execute the activity across India.
Commenting on the initiative, Deepika Tewari, General Manager, Marketing, Tanishq said, “Tanishq always looks forward to Diwali because it’s the biggest time for our customers. Gold is an extremely integral part of Diwali and, with the Shubham collection, Tanishq aims at owning the Diwali space. The collection, inspired by some beautiful temples across India, has been especially crafted for those who love tradition and look for beautiful, contemporary designs. The new campaign by Lowe Lintas brings alive the traditions associated with the festival, as well as the inspiration; and we hope that everyone has a very ‘Tanishqwali Diwali’ this year.â€
Added Rajesh Ramaswamy, Executive Director, LoweLintas Bangalore, “We just wanted to bring out the essence of the jewellery and the idea of auspiciousness;â€
The outdoor and print leg of the campaigns comprises over 300 hoardings in 25 cities and over 500 insertions nationwide. Also, the video film which has also been conceptualised by Lowe Lintas Bangalore, is being aired on social channels and on television.
In its inimitable style, Tanishq has launched its latest film in time for the festive season. The campaign captures the celebratory spirit surrounding one of the most anticipated festivals in India. The film brings to life the joy of Diwali when people go all out to express their love to their family and friends.
Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “Diwali is that time of year that everyone looks forward to. This festival is marked by beautiful traditions and the purchase of gold jewellery is an integral part of those traditions. Families and friends come together to partake in the festivities, and special celebratory moments are innumerable. In our latest film, we have captured these moments and the joy of going all out to celebrate. Aap kya phenoge is Diwali? Aao maniye Tanishq Wali Diwali. We are extremely excited towards this festive season and are looking forward to a prosperous Diwali.â€
Adding his thoughts on the film, Hari Krishnan – President-Lowe Lintas, says, “Everything under the sun is bought during Diwali and there’s a huge fight for the share of wallet, by products across different categories. We wanted to bring back the relevance of gold over everything else in a Diwali celebration and highlight the sheer joy and emotions of gifting.â€
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
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
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.
Tanishq has unveiled its latest film that brings to life the character of the modern-day Queen of Hearts, portrayed by brand ambassador Deepika Padukone. The warmth she shares with her colleague in the film is relatable and her ability to share the spotlight stands testament to the modern woman.
In the film, Deepika Padukone finds it hard to choose between two stunning necklaces from the collection. When questioned, Deepika’s manager tells her about the necklace she prefers and expects her to wear it for the event the next day. When Deepika wears the other necklace, her manager reinstates the one she prefers. This moment is when Deepika reveals that the necklace is a gift for her manager and was always intended to be. The film portrays the actress as a humble and gracious individual that she is, truly a modern-day Queen of Hearts. The film ends with the two of them sharing the spotlight on a glorious night.
The Queen of Hearts collection by Tanishq is an embodiment of a woman who is gracious and emanates compassion like a royal. Her very presence is marked by elegance. The Queen of Hearts is a woman who takes delight in the happiness of others and enfolds them in her glory. Such a woman deserves her own crown and Tanishq presents this collection for that woman.
Speaking on the collection, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited said, “Charming, graceful and generous, the Queen of Hearts lights up any room she enters. She may not be born into royalty, but she exudes compassion and touches the hearts of those around her. Tanishq’s latest stunning diamond collection has been inspired by this very woman. A modern rendition of royalty, the Queen of Hearts collection from the house of Tanishq is a class apart, is accessible and is truly a show-stopper.â€
Tanishq has always been at the forefront of crafting superior jewellery over the years. In its first television commercial with Bollywood diva Deepika Padukone, the brand tells a powerful story, where the actress is seen sharing screen space with her mother. Narrating the emotional bond of the mother-daughter duo, Tanishq celebrates the timeless relationship they share.
The films, crafted by Lowe Lintas, opens with Deepika Padukone narrating the nuances that remind her of her mother. She narrates the little moments they share together and brings to life the beautiful message of how a mother is the most unique and special woman in one’s life. The film closes with Deepika thanking her mother for everything she is today and gifting her a jewellery piece which brings out the message – No matter how grown up you are, you will always be a little child to your mother.
Sharing her views on the campaign, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “Tanishq has always been synonymous with celebrating beautiful relationships. In all our communication, we have constantly aimed to move beyond boundaries and redefine the progressive Tanishq woman. A Tanishq woman is a woman of today who knows what she wants and makes her own choices, and most importantly, time values relationships. In our latest television commercial, we celebrate the beautiful bond of a mother and her daughter by narrating the love that they share. Deepika has stunningly encapsulated her timeless feelings for her mother along with our timeless jewellery.â€
Rajesh Ramaswamy
Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said, “Apart from the many other aspects about Deepika Padukone, one thing that really sets her apart is the relationship she shares with her family. What was charming was that despite all her popularity and stardom, there was this side to her which is so normal and rooted. We found this beautiful relationship she shares with her mother very endearing and something everyone will connect with deeply.â€
Maxus has joined hands with Tanishq to capture the Southern market as the must-have jewellery brand for weddings through their innovative campaign by integrating the brand with Maa TV.
“Tanishq has an extensive range of regional wedding jewellery for all different communities – a little known fact & essential to communicate. The brand TVC does try to address this, but only that much can be said in a single TVC. The Maxus content team created a win–win association with MAA TV’s editorial team and created a coup of sorts – getting the channel’s most popular faces to create a stunning showcase of the Telegu brides’ must have Telegu jewellery pieces, assuring Andhra/Telengana women that they will get the most spectacular regional range at Tanishq. The MAA protagonist giving their assurance adds immediate believability and trust, something that would otherwise take long to create,†said Sanchayeeta Verma, South Head- Maxus India.
Speaking about the initiative, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “We are delighted to be a part of this one-of-a kind initiative by Maxus in collaboration with Maa TV. Over the years, we have built a very strong bond with the Telegu community and look forward to growing our relationship by continuing to offer best-in-class jewellery. The Telegu wedding collection by Tanishq brings to life the ancient traditions of the Telegu community in true Tanishq form. We understand the importance of jewellery pieces like Vaddanam and Vanki for a Telegu bride, and are proud to showcase our wedding collection spread across traditional gold ornaments to deck the bride in her finest.â€
The campaign saw strong soap actors who are the biggest decision influencers in the Andhra Pradesh and Telangana market coming on board. Furthermore Maxus Bangalore decided to co-create integrated branded content with Maa TV.
As a part of the integrated brand campaign Maxus ESP along with Maa TV selected the three most popular faces of Maa TV-Jyoti (Ashta Chamma), Sirisha (Kanchana Ganga)Â Â and Meghna (Sasirekha Parinayam).
In the TVC, the three ladies adorn the traditional Telugu bridal jewellery by Tanishq. Each jewellery piece, which is a Telugu bride’s most faithful companion, is showcased and the craftsmanship is brought out.
Tanishq has taken its communication a step further and has launched a series of commercial films featuring its retail sales officers.
Tanishq has used a unique story-telling approach in the commercials, which is very different from anything the brand has done in the past. Each film opens with a Tanishq retail sales officer from different parts of the country (Bangalore, Delhi, Kolkata and Jaipur) who narrate unique experiences they’ve had with Tanishq customers. These real stories brings alive the brand’s commitment towards great value and purity along with complete transparency. From introducing the state-of-the-art karatmeter at every single Tanishq store which guarantees the most accurate way of measuring the purity of gold, to providing 100 per cent exchange value for diamonds and other precious stones, Tanishq ensures that its customers are never disappointed.
Sharing her views on the campaign, Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company Limited, said, “At Tanishq, we believe that our jewellery is about a promise of beautiful relationships. Our campaigns explore the beauty of relationships between a husband and wife, brother and sister, mother and son, father and son. With the new campaign, we are now taking a step further to present another facer of our relationship – the one that our employees at the stores share with our customers.
She further added, “The imperative was to convey our messages in a simple, yet effective manner. The four films cherish the moments of truth, honesty, transparency, passion and best industry practices that makes Tanishq, the most loved and preferred jeweler in the country. Backed by strong consumer understanding, we have also attempted to change vocabulary in the films so consumers take an informal decision while buying our jewellery.â€
Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas said: “The biggest challenge was to present these rational points interestingly. We drew inspiration from sales staff of Tanishq who are so passionate about the brand and have a lot of stories that cover these rational points in a very interesting and human manner.  And of course it was nice that we could manage this in one single take without a cut.â€
Taking forward the thought of being the jewellery shop of choice for consumers, Lowe Lintas Bangalore has unveiled a new campaign for Tanishq that portrays the brand as being a jewellery destination for all communities. The campaign revolves around the core idea of ‘Whatever be the wedding, we are ready.’
Weddings in India are an elaborate affair which makes it the single-most important buying occasion for most jewellery buyers across all cultures and communities. Thus while Tanishq offers wedding jewellery for various regions, there is a common misconception that the brand is more for North Indians and does not have a wide selection of traditional wedding jewellery for other communities.
Sharing her thoughts on the new proposition that the brand decided to venture with, 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.”
The campaign begins with a Punjabi family visiting a Tanishq showroom to select some traditional wedding jewellery for their daughter. The Tanishq salesman asks them what kind of jewellery they would like to see – Tamilian, Bengali, Marathi – and the mother replies Punjabi. As the bride-to-be tries a beautiful wedding set of her choice, her grandmother notices a South-Indian bride trying on some traditional jewellery. The old lady is so mesmerized by her traditional bridal look, that she tells her granddaughter that she shouldn’t get married now. The whole family is stunned. The grandmother continues and tells the girl that since it’s a love marriage she shouldn’t get married to a Punjabi but a South-Indian boy. This way she would have had two types of weddings and two types of beautiful traditional jewellery. The whole family is amused and the Punjabi 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.
Commenting on the creative approach taken for the campaign, Arun Iyer, National Creative Director, Lowe Lintas + Partners stated, “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.”
The campaign has been launched across India and will span several touch-points on air, online, and on ground.
Diwali is when Indian advertising celebrates its traditions. Deep fried jalebis, firecrackers and diyas, happy joint families with shimmering clothes and set relationships. Tanishq, however, has something else in store beyond an elaborate polki neckpiece – a dusky bride who already has a daughter.
The Lowe Lintas advertisement, directed by Gauri Shinde, breaks two stereotypes in one go – and it’s triggered off a debate, generating critiques as well as tribute. Charmy Harikrishnan rounded up reactions from inside the industry and outside. Gauri Shinde, director says, “For me this is normal, this is what happens. But when you see remarriage in an advertisement, for the people it is a reassurance of what happens in real life.”
Anuja Chauhan, writer and former executive creative director of JWT says, “It’s showing a very real, happening-all-around-us situation. It’s missing some of Tanishq sparkle though – feels a little stilted, almost Raymond-ish. Their ads are usually livelier. But the thought is nice, and definitely overdue in the category.”
Nandita Das, actor and poster girl of ‘Dark is Beautiful campaign’ says, “I am pleasantly surprised. I am glad that Tanishq has made this brave ad and going by the response our campaign has got, I am sure they will see an amazingly encouraging response. And that might motivate others to follow suit.”
Prathap Suthan
Prathap Suthan, managing partner, Bang in the Middle says, “I like the casting, and the dusky bride, and the overall stepping out of tradition. I am also glad that Lowe for all the battering it gets for Fair & Lovely, sort of blunts that attack with this one commercial. Instead of the tried and tired route of focusing on a regular marriage scenario, this steps into taboo-land, the never-explored and deliberately ignored area of second marriages.”
Urvashi Butalia, publisher and writer says, “The ad is certainly unusual and perhaps there’s hope yet. It also goes to show that it takes so little to do something different, and I wonder why advertisers are so scared of going beyond the given easy options.”
Manish Bhatt
Manish Bhatt, Founder Director at Scarecrow Communications says, “I saw it trending big time on all the social network sites but the kind of people commenting have nothing to do either with the brand or with the cause. The purpose of every piece of advertising is to close the loop with the product or the brand message. I see that missing in this spot – it appears to be a pseudo support for such a sensitive subject.”
Piyush Pandey
Piyush Pandey, Executive Chairman & National Creative Director Ogilvy & Mather India says, “I think it’s a brave ad and a great concept. Any leader must take such little chances of taking the society forward. I don’t think we should be at all critical about this ad. Then we will stay in the past.
