Mumbai: On Friday, Tanishq launched the second edition of its ongoing campaign, "Marriage Conversations." The latest edition was created by the indie agency Talented.
Staying committed to its message, Tanishq’s "Marriage Conversations 2.0" urged couples to go beyond conversations about just the wedding—the bride and groom’s entry, the decor, the guest list—and instead to focus equally, if not more, on the marriage—their life after the wedding, the real deal.
Each film goes deep into a new topic that is likely to resonate with soon-to-wed couples and depicts what an equitable, modern relationship looks like.
The team behind its creation hopes that the campaign’s first film will get anyone in a relationship to ask themselves why "adjusting to life after marriage" is always relegated to women and not men.
Speaking about "Marriage Conversations 2.0," Tanishq general manager of marketing Ranjani Krishnaswamy said, "We started our journey last year with the belief that the foundation of a solid companionship relies on honest communication and is built on trust. With our first story this wedding season, we wanted to shine a light on couples that embrace both sets of parents as their own. Tanishq celebrates these precious moments when it rings true for the soon-to-be-married couples with our stunning engagement ring collections."
Talented founding member & creative Binaifer Dulani and consultant for strategy & creation of this project Sumera Dewan said, "This campaign is a labour of love and a true partnership between Talented, Tanishq, Little Giant Films, and our consulting writer Aashna Sharma. Soon-to-wed couples across India have informed our selection process for the two topics showcased in the second season. For all of its makers, the creative process has been reflective and personal. It has drawn from our lived experiences, which has translated into characters that feel more flesh-and-blood. In the end, the biggest success metric we’re chasing is the number of marriage conversations couples in India feel inspired to have."
"When I heard Tanishq’s "Marriage Conversations 2.0" concept, I instantly loved it. Sometimes it’s so hard to talk to your partner about your deepest fears, your smallest dreams, or your needs. And in the flurry of marriage prep, it almost feels like there is no time for these chats. But these talks are crucial to building deeper bonds. I’ve treated the films like scenes from the lives of the couples. This is my first foray into directing for advertising, and I’m very excited about my debut! Tanishq, Talented and Little Giant Films have been absolutely wonderful to work with," added Little Giant Films director Alankrita Shrivastava.
