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Tanishq celebrates mother-son bond this Diwali

Conceptualised by Lowe Lintas & Partners, the TVC highlights that emotions and sentiments are bigger than the size of gifts

Sarmistha Neogy | Mumbai | October 7, 2014

Tanishq-TVC Click on the image to watch the TVC.

Tanishq has launched a campaign to introduce its new ‘Festive Gold Collection’. The TVC, conceptualised by Lowe Lintas & Partners, celebrates the relationship of a mother and son. It beautifully highlights that sentiments and emotions are bigger than the size of gifts.

Arun Iyer Arun Iyer

Arun Iyer, National Creative Director, Lowe Lintas & Partners, said, “We wanted to tap into the positivity that is prevalent around the festival this year, and weave a beautiful story around gifting gold on Diwali. The story we landed upon had a really simple yet deep emotion. By juxtaposing a little gift bought by a son, next to the large and ornate necklace bought by a husband, we tried to showcase how there is much more to a gift than its size and price, even more so on a special day like Diwali. We pitched the son as a first-jobber who has received his Diwali bonus and has immediately gone and bought something for his mother. Here, the size of the gift becomes irrelevant.”

The 60-second TVC opens with a woman highly elated on receiving a beautiful large Tanishq neck-piece from her husband. On seeing this, her son, who enters the room with a small gift, becomes doubtful about whether his mother will like his gift. After his initial hesitation, he hands over a small Tanishq necklace to his mother which he bought out of his Diwali bonus. His mother turns emotional by this gesture and the film ends with the voice-over that says, ‘Chota Ho Ya Bada, Is Diwali Ko Sone Se Sajae’.

Deepika Tiwari, General Manager, Marketing, Jewellery Division, Titan Company, said, “This Diwali promises to be bigger, better and brighter as the customer sentiment is upbeat. However, the customer is viewing it with cautious optimism and hence, will spend wisely. In this sentiment, the customer is best poised to buy gold. Tanishq endeavours to make this Diwali special for everyone and that’s what reflects in our new TVC. The brand is underlining the emotional/ cultural significance of gifting gold, as we believe that a gift is always priceless, whether it’s small or large.”

Commenting on the marketing plan, Tiwari added, “Like all other Tanishq campaigns, this will also be promoted across a 360 degree canvas. The whole idea behind the communication will be to promote gold. It will be primarily an all-India campaign, with a focus on the Western and Northern markets.”

The TVC:



Agency: Lowe Lintas and Partners

National Creative Director: Arun Iyer

Executive Creative Director: Rajesh Ramaswamy

Unit Creative Director: Ujjwal Kabra, Rexena Devraj

Creative Team: Adarsh Atal, Indrasish Mukherjee

Senior Vice President, Servicing: Sudhir Rajasekharan

Vice President, Planning:  PhalgunTiruvasu

Executive Director, South:  G V Krishnan

Senior Brand Services Director: Bhupender Agarwal

Senior Brand Services Manager: Arunava Sen

Brand Services Manager: Vishwanath R

Production House: Ramesh Deo Productions

Director: Abhinay Deo

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