Created by Lowe Lintas, the television campaign introduces new range of fusion wedding jewellery by choosing a more contemporary theme by showing the concept of remarriage and how society has opened up to it
Sohini Sen | Mumbai | October 24, 2013
Tanishq has launched a new campaign to establish itself as a differentiated jewellery brand. Coneptualised by Lowe Lintas, the campaign shows the new age wedding jewellery designs.
While the wedding jewellery market has a lot of players, Tanishq has not been able to come to the top yet. This is because of the slightly premium price range. The problem is being tackled by Tanishq by introducing a range of wedding jewellery that is a fusion of new age and contemporary designs set in age-old ‘Kundan polki’, which makes it unique and differentiates it from the competition.
"We wanted to create a campaign showing the new range of wedding jewellery. It is a differentiated collection and demanded a campaign as such. Since the designs are new age we decided to go with more contemporary trends. And that is why we decided to show the concept of remarriage and how society has opened up to it," said Arun Iyer, National Creative Director, Lowe Lintas.
The TVC shows a bride getting reading for her wedding. A little girl, later revealed as her daughter, walks up to her and starts talking. They walk to the mandap where the young girl sits next to an elderly couple as the ‘pheras’ begin. The girl tells the elderly couple that she too wants to go “round and round” but they tell her that she can’t. Finally, the little girl calls out to the bride and says, “Mama, I also want to go round and round!” The bride shushes her, but the groom, on seeing how sad the little girl is, calls out to her and carries her. The couple completes the rest of the ‘pheras’ with the little girl.
A separate print campaign has also been designed where the bride is shown as getting ready with her friends. Unlike the TVC, this does not focus on the concept of remarriage but exhibits the collection more.
Agency: Lowe Lintas
Creative Team: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj, Indrasish Mukherjee, Adarsh Atal
Business: Sudhir Rajasekharan, Pritish Wesley, Manjusha Dhavan, Aditi Prabhakar
Planning: Phalgun Tiruvasu, Abigail Dias
Production: Lintas Productions
Director: Gauri Shinde