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Tanishq rolls out a new storytelling campaign

Created by Lowe Lintas, the four ad films feature Tanishq’s retail sales officers and highlight the jewellery brand’s matchless offerings

BestMediaInfo Bureau | Delhi | April 9, 2015

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

Tanishq has taken its communication a step further with the launch of a series of ad films featuring its retail sales officers, which aim to highlight the brand’s matchless offerings.

A unique story telling approach is used in the ad films. Each film opens with a Tanishq retail sales officer from a different part of the country (Bangalore, Delhi, Kolkata and Jaipur are featured), who narrate unique experiences that they’ve had with Tanishq customers. These real stories brings alive the brand’s commitment towards great value and purity, along with complete transparency – from introducing the state-of-the-art karat meter at every single Tanishq store, which guarantees the most accurate way of measuring the purity of gold, to providing 100 per cent exchange value for diamonds and other precious stones.

Sharing her views on the campaign, Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company, said, “At Tanishq, we believe that our jewellery is about a promise of beautiful relationships. Our campaigns explore the beauty of relationships between a husband and wife, brother and sister, mother and son, father and son. With the new campaign, we are now taking a step further to present another facer of our relationship – the one that our employees at the stores share with our customers.”

She further said, “The imperative was to convey our messages in a simple, yet effective manner. The four films cherish the moments of truth, honesty, transparency, passion and best industry practices that make Tanishq the most loved and preferred jeweller in the country. Backed by strong consumer understanding, we have also attempted to change vocabulary in the films so that consumers take an informal decision while buying our jewellery.”

Rajesh Ramaswamy Rajesh Ramaswamy

Rajesh Ramaswamy, Executive Creative Director, Lowe, elaborated, “The biggest challenge was to present these rational points interestingly. We drew inspiration from the sales staff of Tanishq, who are so passionate about the brand and have a lot of stories that cover these rational points in a very interesting manner. And of course, it was nice that we could manage this in one single take without a cut.”

The TVCs:






Creative Agency: Lowe Lintas, Bangalore

National Creative Director: Arun Iyer

Executive Creative Director: Rajesh Ramaswamy

Unit Creative Director: Ujjwal Kabra

Creative: Adarsh Atal, Indrasish Mukherjee

Account Planning: Phalgun Thiruvasu

Account Management: Sudhir Rajasekharan, Bhupender Agarwal, Akhila V, Vishwananth Beliraya, Arunabho Sen

Director (of the film): Vivek Kakkad

Producer: Shahzad Bhagwagar

Music: Abhishek Arora

Production House: Curious Films

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