In its latest campaign conceptualised by 22feet Tribal Worldwide, the jewellery maker captures the bond between two sisters
BestMediaInfo Bureau | Mumbai | August 26, 2016
Known for its progressive thinking and an unusual take on simple truths, Tanishq decided to celebrate the occasion of Rakshabandhan a little differently this time.
Every pair of sibling is different; some are two brothers or two sisters while some don’t have a sibling. Growing up with a sibling is a beautiful experience that cannot be explained easily and Tanishq captures this beautiful relationship – between two sisters -- in this film.
With the changing times, the bond between siblings is also evolving. The same has happened to the way in which sisters co-exist with each other. They laugh, they share, they care, they fight, they argue, and it is these little nuances that makes their bond even stronger.
The term Rakshabandhan means ‘a bond of protection’. A brother promises to protect his sister at every sphere of life and in return a sister prays for his long life and happiness. Tanishq showcases the bond between two sisters who protect each other, grow up together and are just there for each other.
No one understands you like your sister (mostly elder sister), who has been there through the lowest low and the happiest high. Having done numerous women-centric campaigns, this latest campaign by Tanishq breaks the clutter to stand out.
The campaign beautifully captures the bond between two sisters and the scenes depict memories. The film shows moments in the present as the voiceover describes the story in the past. The younger sister narrates how her elder sister has taken care of her all the time, in different situations. A small note thanks her elder sister for taking care of all her needs throughout her life. The elder sister opens a box with a Tanishq bracelet as the film ends on an emotional note celebrating sisterhood this Rakshabandhan.
Vineet Gupta of 22feet Tribal Worldwide, says, “The idea to celebrate sisterhood is in line with the brand’s reputation of progressive, differentiated and relevant take on simple truths of how consumer relationships have evolved.”
The film has been created by 22feet Tribal Worldwide and directed by Karthik Bhat. Opticus Inc has produced the film.
Nisha Singhania, Founder and Director, Infectious, said, “I think the idea of using two sisters for Rakshabandhan is interesting and new. Sisterhood as a relationship and concept hasn't been much celebrated and there is potential to explore it. The execution though was a bit clichéd for me, neither the situations nor the words surprised or wowed me.”
Anupama Ramaswamy, Executive Creative Director, Dentsu Creative Impact, said, “Tanishq always brings a new perspective in age-old traditions. The ad is rather an example of the same. I quite like the ad. Having said that, exceptionally I feel it’s a bit long. And the acting could have been better. It just goes on forever. Sometimes one scene is good enough to come to the point than these long narrative style ads. Nonetheless, the idea is fresh and nice.”
Nilanjan Dasgupta, Executive Creative Director, Rediffusion Y&R Kolkata, said, “Celebrating sisterhood on a festival generally known to be celebrated between a brother and a sister sounds a bit disruptive and interesting no doubt. The moments of relationship between sisters are nice and insightful. But unlike some great Tanishq ads, there's no surprise in the end. The clichéd idea of the product being gifted in the end could have been thought better.”
Hemant Shringy, ECD, BBDO India, said, “It's a pleasant film. And it celebrates something so special that everyone forgets or maybe doesn't understand. The bond between two sisters is amazing. They are each other's pillar of strength and each other's worst critics. But they're inseparable. And that sentiment is captured very well. I just wish it was a minute shorter though.”
Agency: 22feet Tribal Worldwide
Script: Shraddha Sinha and Hari Chakyar
Account Management: Apala Roy, RamraajRaghunathan, Vineet Gupta
Production House: OpticusInc
Director: Karthik Bhat