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Tanishq targets daughters of marriageable age in new campaign

Conceptualized by Lowe Lintas, the TVC breaks out on 8th August; watch the TVC here.

Neha Saraiya | Delhi | August 4, 2011

With the India International Jewellery Week (IIJW), taking place currently, the flurry of marketing activities in the segment has increased. And to continue with the momentum, the jewellery arm of Tata group, Tanishq has rolled out a new campaign. While the last campaign showed the Superstar duo Amitabh and Jaya Bachchan as a perfect couple, the jewellery major now releases their new campaign for investment in gold conceived by Lowe Lintas.

Based on the idea of “Father not in debt”, the commercial is targeted at young working women professionals of today, that like to share the burden of their marriage cost along with their father. The the ad beautifully shows the curiosity of one such dad, amazed with the monthly instalments of his daughter. To which, his wife explains the reason behind her investments.


According to the agency, the prime objective of the campaign is directed to get more enrolments into - Golden Harvest scheme GHS scheme of the company, based on the simple funda of EMI or monthly instalment wherein the consumer needs to pay for 11 months with the remaining one month payment borne by the company itself. Even though the scheme has done well there was a need to drive in more enrollments and for that TV as a medium was chosen to drive home the point of GHS being the best jewellery purchase scheme.

The TVC that has been directed by Prashant Issar from Tubelight films will break on air from 8th August.


Creative: R.Balki, Arun Iyer, Rajesh Ramaswamy, Adarsh Atal

Business: GV Krishnan, Sudhir Rajasekharan, Arunavo Sen

Planning: Vikram Satyanath

Production House: Tubelight Films

Director: Prashant Issar

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Comments (1)
  • Harry- 8 years ago

    I am stuck with Tanishq's Golden Harvest scheme and would like to caution others against the same. I have paid my 11 installments and have been told that my scheme will mature only in Sep. Meanwhile I can only wait and watch in horror as gold prices make new records every day. I cannot ask for refund and the scheme wont allow me to buy gold coins at maturity. I will have to buy ornaments within 3 months of maturity of the scheme at whatever gold prices that may be prevailing at the time. There is no liquidity in this scheme and my money is stuck. This scheme is about committing to purchase something before knowing the price and there is no escape door.