New digital campaign created by Interactive Avenues will help brides to plan their perfect wedding as today’s brides believe in writing their own destiny
Sohini Sen | Mumbai | November 29, 2013
Tanishq, the jewellery brand which recently fetched a lot of eyeballs on social media thanks to its campaign which went viral, has come up with a new digital campaign called 'Confessions of a bride'. The campaign, made by Interactive Avenues, Bangalore, celebrates the unique proposition that a discerning new age bride has for her wedding. 'Confessions of a bride' would run for a month and will let brides-to-be reveal their one secret wedding wish to Tanishq.
"Tanishq wanted to reach out to the younger brides of this generation. Brides today are approaching a wedding completely differently. Instead of just letting their parents do it, they are involved in the planning of their weddings, including the decor, maybe menu, etc. There are also theme weddings and new age ideas which are doing the rounds. We can see that no matter what a girl wants, they will probably have something missing in her wedding to make it even more perfect. She might not want to spend more money or make her parents spend it on her wedding. Tanishq's new initiative will let brides share that one idea and maybe Tanishq will make it perfect for them," said Aparna Tadikonda, Vice-President, Interactive Avenues.
Today’s bride is the one who writes her own destiny, does the undoable and breaks the rules. With the touch of ‘her’ in every aspect - this evolved, individualistic trend setting bride is the ultimate Tanishq bride.
Sandeep Kulhalli, Vice President – Retail and Marketing, Jewellery Division, Titan Company Limited, said, “We are delighted to present an innovative campaign that represents every bride’s unique confession for her wedding. As family jewellers in a progressive society, we understand that every Indian bride to be wants to give an individualistic touch to her wedding and is ready to get out of the realms of comfort to fulfil the same. This campaign attempts to live up to the confessions that the bride makes so as to gift wrap a beautiful experience and present it to her that will go down the memory lane.”
During this month-long digital campaign, the to-be-brides can log in to TanishqWeddings.com and confess about their unique wedding wishes and plan their wedding better with Tanishq. A lucky bride with the most unique confession will see her dream come true for her wedding and many other brides will win lots of exciting gifts like pre-wedding styling trials, make-up, gift vouchers and more. The website also has interesting bridal apps like ‘Create your Unique Hashtags’, ‘Wedding Planner’, ‘Gift Registry’, etc., which will help her organise the wedding better.
"While Tanishq is known in the jewellery category, we wanted to create something to help them connect with the new generation. While showcasing the collection, we wanted to let them engage and relate, let them think, that this can be my wedding. Thus we created this one-stop shop for the bride," added Tadikonda.
So far, the site has received approximately 250 confessions. By December end they would shortlist 10 winners, from among whom some would get to make their wedding picture-perfect.
Kaustav Sengupta, Associate Professor and Ph.D. research scholar at National Institute of Fashion Technology, Chennai, and a youth trends analyst, commented, “The logic of being married has not changed, but the ethos and halo around it has. So, if one commits to marry, it has to be ‘different’, once in a lifetime. Among the millennial generation, getting recognised as the ‘inspirational leader’ among a peer group is the most important aspect of life. Hence, the new age wedding is not only an event organised by the family but the bride and groom. They are involved in every decision their parents take. Their parents pamper them by allowing to expand their horizons… themed marriages are in vogue along with pre- and post-marriage themed photoshoots. Visuals are better evidence of the dream one dares to realise, through marriage."
Tanishq has, as part of the campaign promotion, already made one such bride's dream come true by arranging an underwater photoshoot for her and her fiance. The video is on the site and works as an example for all those thinking of 'confessing' to Tanishq.
The confession video:[youtube]http://www.youtube.com/watch?v=PkPfR4x4ZPI#t=13[/youtube]
Agency: Interactive Avenues
Vice-President: Aparna Tadikonda
Creative: Sindhu Janardan
Social Media Manager: Rohita Rambabu