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Tag: Tanishq

  • It doesn't feel like an ad, this could be a scene from a Bollywood film or a television serial. Very subtle, very soft, and therein lies the commercial's power

    Debrief: Tanishq: Director’s film

    By Anil Thakraney

     

    Very pleasing slice-of-life commercial from Tanishq. And what makes it truly refreshing is that the ad deals with the brother/sister relationship, something we don’t usually get to watch in advertising (unless it’s Raksha Bandhan time).

     

    The TVC is set in a bedroom which the siblings share. This subliminally cues middle class family, perfect for this brand which offers jewellery at an affordable price. The sister is about to get married, and the younger bro has bought her a gift from his first salary. It’s Tanishq, of course. This follows a warm, playful exchange between the two, difficult to describe, it’s best watched. Suffice to say the film has a fantastic emotional connect.

     

    It’s actually a simple script (must have been tough storyboarding it), and the onus therefore is totally on the director. And must say he/she has delivered big-time. It doesn’t feel like an ad, this could be a scene from a Bollywood film or a television serial. Very subtle, very soft, and therein lies the commercial’s power. This feels like a real conversation captured from the ‘shaadiwala’ house next door, and the interaction between the siblings is delightful. A less competent director would have treated the situation in-your-face, and the emotion would have tanked.

     

    I like the way the Tanishq team has built the brand. They never shout low price, but you always know you can afford their stuff. And the packaging is full-on desi emotion. Perfect!

     

    Rating: (On a scale of 1-5): 4. Warm, soft, real.

     

    Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.

     

  • Deepika and other stars will wear the jewellery in forthcoming action thriller 'Race 2'

    Tanishq enters into fine fashion jewellery with ‘Iva’

    By A Correspondent

     

    Jewellery chain Tanishq has launched ‘Iva’ – a new fashion jewellery line in 18kt gold. Keeping the jewellery line minimalistic and yet contemporary, Iva also marks Tanishq’s entry into the fashion jewellery space. Tanishq has tied up with Tips Industries, producers of action thriller ‘Race 2’, and actresses Deepika Padukone, Jacqueline Fernandez and Ameesha Patel will be seen wearing the Tanishq Iva collection in the movie.

     

    Saumen Bhaumik, Associate Vice President & Regional Business Head-North, Tanishq, said, “We identified the need of the fashion-seeking Indian woman, someone who creates her own rules. There is currently no product offering for this set of consumers and Tanishq seeks to address this need with the Iva fashion line. The Race franchise is the perfect ally for Iva – scoring high on sophistication, cutting-edge design, the latest trends and wide/ popular appeal.”

     

    Speaking at the launch of the new jewellery line, Beate Stenfield, Head of Product Innovation at Tanishq said, “In her quest to be simplistic yet modern, the Indian woman has come a long way. In times of visual overload she seeks the beauty and serenity of a fresh aesthetic in her adornment. While the contemporary woman dabbles with several roles today, she is able to stand out and expresses herself with elegance and simplicity, wherein her accessory becomes a statement.”

     

    The Iva range is available from Rs 20,000 at Tanishq stores across major cities.

     

  • Excellent Diwali ad by Tanishq. Indeed, this is the way to align your brand with a festival. A lesson for all advertisers who might be busy creating their own Diwali specials

    Debrief: Tanishq: Charming!

    By Anil Thakraney

     

    Excellent Diwali ad by Tanishq. Indeed, this is the way to align your brand with a festival. A lesson for all advertisers who might be busy creating their own Diwali specials.

     

    The commercial features a young couple, getting dressed to celebrate Diwali. The man says his pal has bought a Tanishq jewellery set for his own wife, and he asks his missus to pen a sweet message on the gift pack on the friend’s behalf. The lady seems to like the jewellery, but regrets that they can’t afford such expensive stuff. A very engaging interaction happens between the two, and it’s finally revealed that the man has actually bought the gift for his partner. Because, as he says, Diwali comes just once a year.

     

    Superlative work. A very, very slice-of-life situation, this sort of a discussion might be happening inside many Indian middle class households. The need to cut costs to save up for the rent, the EMIs and other spiralling expenses. Therefore empathy to this ad becomes strong. Also, the dialogue is simple but very life-like, very natural… full marks to the writer. And the TVC ends on an emotional high, the way it should happen in a festival ad. The surprised lady’s joyful expression is to die for.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=-aJ20jkZqS0[/youtube]

    Now compare this one to the rubbish TVC Tanishq put out last year with Mr and Mrs Bachchan Sr. Will remind you once again to throw the celebs out. And use real people in your ads.

     

    Rating: (On a scale of 1-5): 4. Grounded in realism, high on empathy.

     

     

  • For, after Dhanteras, Akshaya Tritiya has emerged as the next big day for sale of jewellery

    All that glitters on Akshaya Tritiya is gold!

     

    By Tuhina Anand

    (with inputs from Shruti Pushkarna in New Delhi)

     

    While 5-6 years back, Akshaya Tritiya would come and go without making much noise except among few communities, but now it has become a pan-Indian phenomenon. Jewellers all across, be it branded or non-branded, have gone all out to communicate the fact that Akshaya Tritiya is among the most auspicious days to invest in the precious metal.

     

    One look at the newspapers of the last two weeks will show that jewellery advertising is dominating the supplements and some even taking front page advertising on the main newspapers. This definitely shows that this day has become a money-spinner for jewellers and they are leaving no stone unturned to tap maximum customers.

     

    After Dhanteras, which traditionally has been a day for Indians to invest in gold and silver, now Akshaya Tritiya has emerged as the second-most selling day for many players and spikes in sales is anywhere between 15-35 per cent for some players.

     

    There are also offers galore to lure customers like free silver coin, off on making charges or even EMI option available to help customers make their purchases notwithstanding the soaring gold prices.

     

    Bhuwan Gaurav

    Bhuwan Gaurav, Head-Marketing at Tanishq on the sales on Akshaya Tritiya said: “On this day we see an increase in sales of over 10-15 times as compared to any average day. We have made a conscious effort in positioning this day to our consumers and a lot of effort has gone in marketing it to people. The result being that Akshaya Tritiya has become a pan-India phenomenon and we see a spike in sale even from Punjab and the East.”

     

    For customers, on purchase of 8gm of gold and on diamond jewellery above Rs8,000, Tanishq is offering free gold coin of 0.25 gm. The rising gold prices have not deterred the brand and Mr Gaurav is sure that the day would see spike in the sales. In fact, the store has been decorated with flowers to welcome customers to buy jewellery on this auspicious day.

     

    Another leading jeweler is too confident of the sales. Vinod Hayagriv, Managing Director, C Krishniah Chetty & Sons said: “This year is the first year of price stability after three years. Hot gold rates in the previous years held back purchases. But this year the sales have been brisk and that is an indication of demand picking up for Akshaya Tritiya. We should see good demand for our new Touch Gold Collection of exclusive gold design jewellery.”

     

    On the high in demand products, Amit Puri, Manager, Delhi-based jewellery store chain Diamount Jewels Pvt Ltd said, “The most popular item is gold bangles, and the second is gold sets. We have a special offer where we are giving out free silver as much as the weight of gold item purchased. Our sales on Akshaya Tritiya comprise a good 30-35 per cent of the total sales. Apart from Akshaya Tritiya, we see similar purchasing pattern on Dhanteras around Diwali.”

     

    While at one hand communication in print, OOH and even digital has created the popular culture of investing in jewellery. There are offers that are coupled with these communications to bring more and more customers to invest. Also new collection has been introduced by few to attract customers. Although there is more demand for on Akshaya Tritiya, there is an increasing trend of many opting for diamonds.

     

    Harish Bakshi, Senior Manager, AKM Mehrasons Jewellers of New Delhi said, “Last year, we saw an upward trend in sales on Akshaya Tritiya, to be precise, last year sales on that day saw a 10 per cent increase than the year before. This year we can’t say anything up till now, we have our fingers crossed because of the increase in gold rates. Both diamond and gold are popular, but gold is essentially more popular on Akshaya Trithiya. Gold chains and bangles are the most common purchases. We don’t have any special offers as such but we are offering a 10-15 per cent discount on labour charges for both gold and diamond. In comparison to regular days, we see at least 35 per cent increase in sales on Akshaya Tritiya. Apart from Akshaya Tritiya, Dhanteras and Karwa Chauth are the two other high sales occasions.”

     

    One thing is for sure that there is an increase in sales, but the percentage may vary. Ram Kiran of Bhima Jewellers too puts the increase at 15-20 per cent during this time. He, however, adds that sales have been bit slow because of high gold rates but doesn’t rule out the possibility of increase in sales.

    Photograph: Courtesy Tanishq

     

  • Top 10 finalists submitting an idea for Tanishq’s Mia jewellery line Mia to win Rs1,00,000 each and get to collaborate with designers at Tanishq to design latest collection

    Tanishq inspires million thoughts through ‘My Expression’ competition

    By A Correspondent

     

    Tanishq,India’s largest and most preferred jewellery brand, on Thursday announced the launch of its first ever co-creation activity ‘My Expression’. The activity is an open for all contest aimed to identify and reward the best creative minds across the country.

     

    Interested participants are requested to submit an idea for Mia – the new Working Women’s line and the top 10 finalists stand to win Rs1,00,000 each. The selected idea will be used to in the next collection for Mia.

     

    To participate, users should first register by visiting the website www.myexpression.tanishq.co.in, login and then submit ideas. After logging in, users can choose to either enter text, or upload a picture or upload/paste the youtube link of their idea, explaining the concept in detail.

     

    Points will be awarded for originality and innovativeness of the idea, degree of detail in idea submission, the fit with the brand and ease of manufacturability. The deadline to submit idea is February 14, 2012.

     

    Once the ideas are collected, public will vote for their favourite ideas through an online poll system, and the top ideas will make it to the Jury Selection round, at the end of which the top 10 will win the cash prize of Rs1,00,000 each.

     

    A 3-member jury comprising eminent personalities including Revathi Kant, GM – Design, Innovation and Development, Tanishq, Anaita Shroff Adajania, Fashion Director, Vogue India and Shimul Mehta Vyas, Mentor, Textile Apparel and Accessory Design, National Institute of Design (NID) will evaluate designs and ideas to shortlist top 10 winners.

     

    Announcing the launch, Mr Sandeep Kulhalli, Vice President, retail and marketing, Tanishq, said: “My Expression is the first of its kind initiative in the Indian jewellery industry. We are excited about the contest as it is interactive platform to engage with our customers and fans.”

     

    He further added: “Through this engagement, we can also secure useful insights on Tanishq’s jewellery collection, and also find intelligent, creative and smart young designers with great ideas. We look forward to active participation and indulgence from our fans and help make co-creation a success.”

     

    “Tanishq has been one of the early adopters of digital media – Tanishq One, the collection targeted at men, was launched using only digital media, Tanishq Valentine 999 collection, targeted at youth, had digital media as the lead media and now Tanishq My Expression, India’s first co creation activity, is using only digital media,” said Unny Radhakrishnan, National director, Digital, Maxus.

     

    Tanishq, from the Tata Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality. It has built for itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires.

     

  • There's not much of an idea in the new Tanishq Glam Gold commercial. But energetic and engaging treatment makes it come alive.

    Debrief: Female bonding with Tanishq

    By Anil Thakraney

     

    There’s not much of an idea in the new Tanishq Glam Gold commercial. But energetic and engaging treatment makes it come alive.

     

    The setting is an open air party, where lots of young people are dancing. It appears to be a pre-wedding do, given all the finery the ladies are decked up with. One girl tries to bring the couple together on the dance floor, but her plans go for a toss as it suddenly starts pouring. The party abruptly stops, but our spunky girl won’t let her close pal down. She begins dancing in the rain, and then everyone else follows. Much to her buddy’s delight, the party goes on. And yes, as you can imagine, the shots are layered with close ups of the Tanishq Glam Gold jewellery.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=p9bcCW8GuBQ[/youtube]

    Like I said, the lack of a strong central idea has been compensated by a happening treatment. You don’t expect commercials for gold to go totally into lifestyle, and this refreshing approach works. The endearing attitude of the girl, unwilling to let her friend down, sets the tone for Tanishq’s brand personality. The power of girlie bonding. Which would aid in brand salience. And of course, the dance party makes for a very entertaining commercial. It’s shot well too, and one won’t mind repeat exposures.

     

    Rating: (On a scale of 1 to 5): 3. The full-on lifestyle approach pays off.

     

  • The contrast is endearing – that of a desire to look beautiful. And a real life that's full of stress. Good show!

    Debrief: High on Mia empathy

    By Anil Thakraney

     

    Interesting TV campaign from Tanishq for their new sub-brand called Mia. Mia is a jewellery brand targetted at working women. I suppose it’s meant for lady execs who usually wear imitation jewellery at work. And yes, I do think there’s a separate market for this segment. Jewellery pitched for use during momentous occasions like marriages, etc, can’t be adorned for daily wear. Good marketing strategy.

     

     

    Rating: (On a scale of 1 to 5): 4. Sound strategy backed by relevant creative.

    And what’s even better is that the creative work shines. There are three commercials on air. The idea is this: A female executive feels really happy when she wears her jewellery. Even if she’s stuck in a boring workshop. Or can’t find a parking place at the office building. Or gets a poor increment. The format of each commercial is that in the beginning you see the woman delighted at wearing her jewellery. And later arrives the twist of an ‘unhappy’ work situation.

     

    I like this campaign. For two reasons. One, because of the sharp understanding of the working woman by the advertiser. Which is that whatever be the work pressures, however sadela her job might be, a woman would want to look pretty at workplace. Two, the execution is steeped in reality. Yes, highly boring workshops and car park mess are realities we all totally identify with. The contrast is quite endearing. That of a desire to look beautiful. And a real life that’s full of stress. Good show!

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    The husband’s predicament

    The Campaign:

    Amitabh Diwali Campaign

     

    The Client:

    Tanishq

     

    The Agency:

    Lowe Lintas

     

    The Brief:

    To promote Tanishq diamonds during the peak jewellery buying season – Diwali. It is also the most auspicious time for jewellery purchase.

     

    Research insights:

    According to Arun Iyer, National Creative Director of Lowe Lintas, “Usually during Diwali gold is the main metal of purchase among consumers. But we have taken this opportunity to push diamonds this Diwali.”

     

    The thought process behind the creative:

    “We have used the insight of how men always go wrong with their choice of gift during festivities. And this time the attempt is to ensure that they are clear about their choice of gift this Diwali.”

     

    Media vehicles chosen:

    TV, Radio and Outdoor

     

    Key issues kept in mind while executing the ad:

    “Since we were using Amitabh and Jaya again, we had to ensure that they come across as normal husband and wife and not like celebrities. Also the situation that was shown is a predicament that every husband goes through in marriage.”

     

    Does the treatment do justice to the brief?

    “Absolutely. Like I have mentioned earlier Amitabh behaves like any husband would. Despite having clarity about the choice of gift he still falters as women, being women, will always have a different point of view.”

     

    What is the differentiating factor about the ad?

    “I think it’s the execution. Amitabh and Jaya have been shown going through life’s moments just like any other normal couple would.”

     

    Market and client feedback:

    “There has been a positive feedback from the market and client. Customers have been talking about it and find the ad very entertaining. The fact that Amitabh gets stumped again by Jaya in the end is the highlight of the film.”

     

    Credits:

    Creative: Arun Iyer, Rajesh Ramaswamy, Abhijit Ghosh, Adarsh Atal, Indrashish Mukherjee, Prasad Baggi

    Account Management: Sudhir Rajasekharan, Pritish Wesley, Arunabho Sen

    Director: Prakash Varma

    Production House: Nirvana Films