MUMBAI: Jewellery adds to your celebrations, isn’t it? That is the mantra on which Tanishq is cashing on this wedding season with its new campaign conceptualised by Lowe Lintas.
Tanishq had launched its wedding collection in 2010, and though it has a range of wedding jewellery, it’s not the preferred choice of wedding specific customers. To deal with this setback that it is facing, the brand has introduced a range of wedding jewellery that is a fusion of new age and contemporary design set in age-old Kundan polki, which makes it unique.
The brief given to the creative agency was to establish Tanishq as the ‘differentiated wedding jeweller’.
“Everything about the ad has to reflect the brand as the new-age product. Hence, we came up with a subject like this to make a bold statement talking about the brand which hasn’t been tapped in the past, says Lowe Lintas’ NCD Arun Iyer about the TVC.
The TVC opens with a bride getting ready for her wedding, when a little girl walks up to her and starts interacting with her. The bride and the little girl walk together to the wedding mandap where the little girl goes and sits next to an elderly couple and the pheras start. Alongside, the little girl is shown telling the elderly couple to be a part of the pheras too but is denied. Finally, the little girl calls out to the bride and says “Mama, I also want to go round and round”. The bride shushes her, but the groom, on seeing how sad the little girl is, calls out to the girl and carries her. The couple completes the rest of the pheras with the little girl.
What is catching everyone’s attention is the concept. Another talking point is the ‘dusky’ woman who features in the TVC. “Yes, we know everyone is talking about it, but nothing was done intentionally. The girl suited the role so we got her onboard,” clarifies Iyer.
About the expectations from the campaign, Tanishq senior VP sales and marketing Sandeep Kulahalli says, "We wanted to do something different this time and do something which is usually not done by this category. And maybe, that's why the camapign has been well recieved by people."
He adds, "Tanishq as a brand has evolved over the years and this showcases that we arent a 'traditional' brand. We show the progressiveness in people's mind."
The campaign will be executed on TV, print and OOH.
