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New Tanishq campaign captures 'mature love'

Conceptualised by Lowe Lintas and Partners, the TVC shows Solitaires are now more accessible to the upper middle class

Shachi Tapiawala | Mumbai | December 3, 2012

Tanishq Solitaires rolled out a TVC to present Tanishq Solitaires as the ultimate symbol of commitment, while at the same time ensuring that it is now more accessible to the upper middle class.

The film created by Lowe Lintas and Partners captures the mature love between couple in their late 30s. It is shot in a fine restaurant where this couple is celebrating their 10th anniversary. Their conversation is anything but mushy. They have been married for a decade after all. The husband is checking with his wife, whether she thinks it was the right decision to marry him. While she quips that the question is a little late, he confesses to not being an ideal husband. Through the tongue-in-cheek banter exchanged between them the husband gifts her Tanishq solitaire. It is at this point that she realizes that behind all the imperfections lies his perfect love for her. Because he has only one love and that’s her.

Speaking about the idea behind the TVC, Arun Iyer, National Creative Director, Lowe Lintas and Partners said, “Certain aspects of a relationship can be expressed only through a Tanishq Solitaire. As solitaire is the most timeless possession, the emotion captured by it is also meant for a love that transcends time. A love that is mature and everlasting.  This is what differentiates a solitaire from other precious stones or metals.”

The TVC:



Creative:  Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Prasad Baggi, Indrasish Mukherjee & Adarsh Atal.

Business: Sudhir Rajasekharan, Pritish Wesley & Asha A.P.

Planning: Vikram Satyanath.

Production:  Curious Films, Mumbai.

Director: Vivek Kakkad


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