The new TVC by Lowe Lintas portrays a woman of substance whose heart glitters like her jewellery
Neha Saraiya | Delhi | January 5, 2012
Carrying forward the idea from last yearâs campaign titled âBeautiful gold for beautiful peopleâ, the jewellery brand from the house of Tata, Tanishq, has doled out its new TVC that pitches gold as a fashionable item for Indian women. The commercial has been created by Lowe Lintas.
The ad features a story of a bride-to-be and her friend. During her sangeet, it starts raining thus ruining one of the most important days in the brideâs life. Seeing her in distress, the brideâs friend goes out of her way and turns the rain spoiled event into a fun-filled rain dance party. The film ends with the bride and her friend exchanging glances with the former acknowledging her friendâs generous act.
Interestingly, last yearâs commercial revolved around a similar central plot about women who go the extra mile to make otherâs happy with the story line of a girl missing her friendâs book launch initially but eventually making up for it.
Speaking of the rationale of positioning the Tanishq woman as a woman of substance which is in sync with the brandâs value, Arun Iyer, National Creative Director, Lowe Lintas, said, âThe old thinking was that while gold jewellery should be restricted to functions and weddings, it could be worn on other occasions like cocktail parties or sangeet too. We wanted to continue with the theme of âBeautiful gold for beautiful peopleâ, but with a focus on the values that Tanishq associates with.â
Iyer said that the crew had a fun-filled shoot by dancing in the artificial rain created for the commercial. The 75-second commercial was shot by Prashnat Issar of Tubelight Films over a period of two days at Mud Island, near Mumbai.
The role of the brideâs friend has been played by actor and model Neha Sharma, who debuted opposite Emraan Hashmi in the movie âCrookâ.
Creative:Â Arun Iyer, Rajesh Ramaswamy, Rexena Devraj, Adarsh Atal, Sonali Ranjit, Indrashish Mukherjee
Business: GV Krishnan, Sudhir Rajasekharan, Pritish Wesley, Arunabho Sen
Planning: Vikram Satyanath
Director: Prashant Issar
Production housse: Tubelight Films