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Tanishq launches True Diamond campaign with Amitabh Bachchan

Conceptualized by Lowe Lintas, the awareness campaign features Jaya Bachchan also with Big B; watch the TVC here.

Neha S | Delhi | April 15, 2011

The exclusive diamond jewellery brand Tanishq has launched True Diamonds campaign featuring Bollywood's leading couple Amitabh Bachchan and Jaya Bachchan. The new campaign including a TVC is conceptualized by Lowe Lintas.

This is a unique campaign by Tanishq with the objective to make consumers aware of the various aspects of the diamond quality.

Consumers are not too aware of various aspects of the diamond quality. As the leading jeweler in the country what might be the best way of changing this confusion that revolves around diamonds? Working on this brief, Lowe Lintas wanted to introduce a gentleman who is known to be knowledgeable, cultured, refined also he was to be vulnerable about a lack of knowledge of diamonds that he wishes to purchase as a gift to his wife, who surely will know better about jewellery.

Introducing Amitabh Bachchan, fraught with concern if Jaya Bachchan will like what he purchases as a gift to her. Lowe Lintas conceptualized the film which revolves around how Amitabh goes about buying diamond jewellery for Jaya by making sure he does not make a fool of himself in front of her. He ensures he knows everything about diamonds before buying her the piece.


The campaign has portrayed Amitabh Bachchan as a normal person unlike a celebrity. And the entire is treated in a manner on how a normal man would go through when he goes about buying diamond jewellery.


Creative: R.Balki, Arun Iyer, Rajesh Ramaswamy, Abhijit Ghosh, Litna Das, Emmanuel Jeffery, Nitin Pai, Adarsh Atal, Indrasheesh Mukherjee

Planning: Vikram Sathyanath

Business: GV Krishnan, Sudhir Rajasekharan, Bhavna Thakur, Sonakshi Maheshwari

Producer: Nirvana Films

Director: Prakash Verma

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Comments (3)
  • Tanishq- 10 years ago

    If you enjoyed reading about Amitabh Bachchan and Tanishq, you can watch the making of the video on our Facebook page

  • Tanishq Tru- 10 years ago

    [...] the new Tanishq True Diamond TVC on the net first (not on TV) thanks to a press release on Best Media Info and liked it instantly. The casting of Amitabh & Jaya Bachchan as a couple seems spot on, given [...]

  • shikha gupt- 10 years ago

    Opera turach