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Tanishq again reaches out to the modern woman

The campaign, conceptualized by Lowe Lintas, presents the Niloufer collection jewellery as the adornment for the newly arrived and empowered woman achiever

Archit Ambekar | Mumbai | April 21, 2016

Tanishq Click on the image to watch the TVC.

In its latest commercial for the launch of the exquisite Niloufer collection, Tanishq celebrates the woman of today, adorning her with jewellery before her special moment of glory. It breaks out of the clutter of jewellery advertisements that focus on weddings or special moments in a coy woman’s life, when she decides to adorn herself with ornaments.

Tanishq has always been disruptive in its storytelling. All its previous campaigns have focused on the modern woman. Another thing that is common in all of them is that the product is the least visible or spoken about eve as the story line effectively and subtly positions the brand. Be it the brand’s ‘Being ready for all weddings’ campaign or the one for the Zuhur collection that dwelt on the subtle nuances of friendship, Tanishq has always spoken with action rather than words.

The digital film opens with a woman opening an invitation for her first young entrepreneur award. The film narrates her story of struggle to reach the height she now finds herself in and how often during that journey she had to say the word ‘Sorry’. The young lady entrepreneur thinks aloud about the present moment, when she would have to say ‘Thank you’ instead.

As she walks to her hotel room and gets ready, she says, “This is the first time I’ll be giving a thank you speech. It would be easy if it were a sorry speech as I’m used to saying sorry for I’ve a start-up. Sorry for not having visiting cards, for having only a few chairs, for being different, sorry mom, dad, and son and so on…the list never ends.”

“After saying sorry so many times, today I’m getting the chance to say something that I’ve always wanted to say,” she says emotionally. “Thank you, thank you everyone for putting up with me.” The film ends with her dramatically entering the award function amidst applause. A voice in the backdrop says: “For those who are willing to try something new ? Niloufer, by Tanishq.”

Speaking of the film, Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company Limited, said, “The Indian woman is evolving. She is not afraid to venture and explore uncharted paths. She is no longer behind the scenes. She is out there, wants to be heard and she wants every piece of jewellery she adorns to reflect her fiery personality. Keeping this new-age woman in mind, we at Tanishq have launched Niloufer. This collection film echoes the sentiment of the modern woman, a go-getter who is unafraid while also wanting to be fashionable. This contemporary collection is sure to compliment her in every path that she explores, giving her the confidence to be the progressive woman of today.”

Rajesh Ramaswamy Rajesh Ramaswamy

Rajesh Ramaswamy, Executive Director, Lowe Lintas, said, “This collection has some very interesting new designs. It's for someone who is keenly seeking out something new and different. And is willing to experiment. Usually these kinds of people are portrayed as someone very bold and slightly cold. Which is not entirely true. We've shown the story of a young entrepreneur. While it's about her achievement, we presented the human side of her story. A successful woman who remembers her ‘sorry’, doesn't forget her ‘thank you’.”

Peer Review:

KV Sridhar KV Sridhar

An impressed KV Sridhar, Chief Creative Officer, India, SapientNitro, went gaga over the well-crafted ad. He said, “Tanishq has always been doing progressive work. The ad has shown a young woman targeting that segment. The strategy is perfect. Bang on! They’ve portrayed everything beautifully in a cinematic way without showing the award ceremony. Tanishq has always come with one of the finest films. Each word is well crafted, the ad is well crafted. It is a wonderful way of putting things together.”

Getting a little emotional, Sridhar said, “My daughter is like that. That is the feeling I got, as a father. You teach your children to be independent. Kudos to the director and the team who made it! Such films are rare. I watched it twice because I felt the crafting was superb.”

Santosh Padhi Santosh Padhi

On the other hand, Santosh Padhi, CCO and Co-Founder, Taproot India, chose to differ. He said, “I think they have always been trying to get women empowerment through their past commercials. Here the basic premise was the good. But somehow I think the commercial didn’t deliver the kind of emotion that has been spilling over. Clearly because I think it’s only about her. The flashback could have really helped in terms of the film coming to live. Currently, I feel the audio being slapped into the video, which is not an exciting format. Storytelling has become creative and engaging and this one lacks engagement. The story could have been told in an interesting manner.”

Nisha Singhania Nisha Singhania

Nisha Singhania, Co-Founder and Director, Infectious, reacted similarly to Sridhar. She said, “I quite liked the ad. It's relevant in today's start up era and especially since not too many people or brands have focused on women entrepreneurs.”

Being an entrepreneur herself, Singhania could totally relate to the ad. She said, “It clearly tells people that this collection has something new to offer as it is for women who are willing to try something new. Yet another charming ad by Tanishq!”

The TVC:



Client: Titan Company Limited

Brand: Tanishq

Agency: Lowe Lintas

Chief Creative Officer: Arun Iyer

Executive Creative Director: Rajesh Ramaswamy

Group Creative Directors: Ujjwal Kabra and Rexena Devraj

Creative Director: Indrashish Mukherjee

Creative team: Poonam Nandivadekar and Pradhumn Acholia


President: GV Krishnan

Senior VP: Sudhir Rajasekharan

Associate VPt: Bhupender Agarwal

Brand Service Director: Satish Perumal

Brand Service Manager: Vishwanath R

Project Trainee: Arusha Mohanakrishnan

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