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The Tanishq woman brings a smile to others

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 year’s campaign titled ‘Beautiful gold for beautiful people’, 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 bride’s life. Seeing her in distress, the bride’s 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 friend’s generous act.

Interestingly, last year’s commercial revolved around a similar central plot about women who go the extra mile to make other’s happy with the story line of a girl missing her friend’s 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 brand’s value, Arun Iyer, National Creative Director, Lowe Lintas, said, “The 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 ‘Beautiful gold for beautiful people’, but with a focus on the values that Tanishq associates with.”

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 bride’s friend has been played by actor and model Neha Sharma, who debuted opposite Emraan Hashmi in the movie ‘Crook’.

The TVC:



Creative:  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


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