Created by Lowe Lintas Bangalore, the new TVC featuring a progressive grandmother, showcases the brand as a jewellery destination for all communities
Sarmistha Neogy | Mumbai | December 18, 2014
Tanishq has unveiled its latest ad campaign titled ‘Wedding’ which portrays the brand as a jewellery destination for all communities. It shows a progressive grandmother as the protagonist to deliver the message. Conceptualised by Lowe Lintas Bangalore, the TVC revolves around the core idea of ‘whatever be the wedding, we are ready.’
The idea behind this TVC is based on research, wherein it was found that there were two main challenges facing Tanishq. Firstly, weddings in India are an elaborate affair, which make it the single-most important buying occasion for most jewellery buyers across all cultures and communities. While Tanishq offers wedding jewellery for various regions, there is a common misconception that the brand is more suited for North Indians and does not have a wide selection of traditional wedding jewellery for other communities.
The second challenge was the behavioral loyalty of customers. Every household has a family jeweller who they have been going to for generations for all their requirements. They trust them blindly for value, design, easier payment options, etc. So, to urge them to give Tanishq a shot is essentially asking these people to step out of their comfort zone. To tackle both these pertinent problems, Tanishq came up with a single solution – showcase its wide collection of traditional wedding jewellery that caters to all across communities and get all the members of the family to buy into the brand.
Commenting on the creative approach taken for the campaign, Arun Iyer, National Creative Director, Lowe Lintas + Partners, stated, “When people visit jewellery stores, there’s a pre-conceived notion they have about the origins of the jewellery, with the North Indian make being a top-of-mind recall on most occasions. The campaign showcases other options, from various regional settings, that are available for people to choose from, and how Tanishq is a one-stop shop for jewellery shopping for any community.”
The TVC shows a Punjabi family at a Tanishq showroom, selecting traditional wedding jewellery for their daughter. The Tanishq salesman asks them what kind of jewellery they would like to see – Tamilian, Bengali, Maharashtrian – and the mother replies Punjabi. As the bride-to-be tries a beautiful wedding set of her choice, her grandmother notices a South Indian bride trying on some traditional jewellery. The old lady is so mesmerised by her traditional bridal look, that she tells her granddaughter that she shouldn’t get married now. The whole family is stunned. She tells her granddaughter that since it’s a love marriage, she shouldn’t get married to a Punjabi but a South Indian boy. This way, she would have two types of weddings and two types of beautiful traditional jewellery! The whole family is amused. The bride-to-be laughs it off and tells her grandmother that she still has ample time to convince her younger sister about the same.
Sharing her thoughts on the new proposition, Deepika Tiwari, GM - Marketing, Tanishq, said, “Being India’s leading jewellery brand, Tanishq is the preferred jeweller for many Indian families. The wedding season is the single largest jewellery buying occasion for most Indian families, across all cultures and communities. In our latest campaign, we wanted to showcase our region-specific collections and communicate that ‘hum kisi bhi shaadi key liye tayaar hain’. In true Tanishq style, we have done it by using a progressive grandmother as the protagonist to deliver this message. As a brand, we continue to be present across the length and breadth of India, winning the hearts of many.”
“People usually think that the older generation is not progressive and often backward in their thinking, so we had to break this barrier. Because, the fact is that they have actually become far more progressive and open-minded and this is what we showed in the commercial. The challenge in front of us was how to make one commercial which sums up the fact that Tanishq has wedding jewellery for nine Indian communities. We also highlighted the charming way of looking at love marriages,” she added.
Charming, say most
Here’s what the ad folk had to say about the TVC:
According to Pratap Bose, President, Ad Club, the timing of the TVC is bang on. “This is a very appropriate campaign, right on time during the wedding season. The marketing strategy is very smart and it has been planned to push the wedding sales. It is a nice ad, where it shows the two brides-to-be of different castes and the nuances of the grandma who thinks ‘the bigger, the better it is’,” he observed.
Robby Mathew, National Creative Director, Interface Communications, said, "Tanishq gets it right once again. It is really a nice ad. While connecting with the progressive sensibilities of today’s youth, the storyline enables the brand to effortlessly showcase the diversity of their designs."
Saurabh Parmar, ?Founder & CEO, Brandlogist Communications, said, “I really liked this campaign. It reflects the unity in diversity of our country beautifully, without being preachy, because most ads playing on this theme tend to be. It has used a very smart way of integrating the brand USP, while having fun via the grandmother- granddaughter relationship.”
Not everybody is charmed though. Prathap Suthan, Chief Creative Officer, Bang In The Middle, is disappointed with this Tanishq TVC. “I felt it was a let-down, because after years of good advertising, Tanishq is much more than just the glitter of gold. This campaign creates an unnecessary want and desire, which is not Tanishq’s forte,” he said.
Creative Agency: Lowe Lintas
National Creative Director: Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Unit Creative Director: Ujjwal Kabra
Creative Team: Adarsh Atal, Indrasish Mukherjee, Devika Srivastav
VP, Bangalore (Planning): Phalgun Tiruvasu
Executive Director, South: GV Krishnan
Senior VP: Sudhir Rajasekharan
Brand Services Team: Bhupender Agarwal, Arunabho Sen, Vishwanath R