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Tanishq’s Shubham collection is traditional with a contemporary touch

The designs of the new collection are inspired from temples across India and Lowe Lintas conceptualised a print and outdoor campaign to celebrate Tanishqwali Diwali with its customers

BestMediaInfo Bureau | Mumbai | October 26, 2016


Tanishq, which is known for its traditional designs, has unveiled Shubham, its Diwali collection. This year, the brand has also decided to celebrate the concept of ‘shubh shuruat,’ or auspicious beginning, by taking inspiration from India’s temples.

Keeping the temples at Hampi, Gujarat, and Bhubaneshwar as muses, Tanishq took its designs a notch higher with its new collection, Shubham, this festival of lights. A perfect mix of tradition and modern aesthetics, every piece in this collection is crafted to magnificence. To promote this new offering, Tanishq has launched a high-decibel integrated campaign with heavy emphasis on print and outdoor. Apart from its push on the traditional medium of television, Tanishq has tapped several cities to execute the print and outdoor activity across India.

The print campaign comprises auspicious things. The set reflects the aura of the temples that inspired the collection while the characteristic Diwali diyas that pepper the set magnify the beauty of the jewellery as it shines gloriously in its light. Add to this the breath-taking ambience and a stunning Deepika Padukone dressed in contemporary ethnic, making the campaign unforgettably divine with her poise and royal air.

Deepika Tewari, General Manager, Marketing, Tanishq, said, “Tanishq always looks forward to Diwali because it’s the biggest time for our customers. Gold is an integral part of Diwali and, with the Shubham collection; Tanishq aims at owning the Diwali space. The collection, inspired by some beautiful temples across India, has been especially crafted for those who love tradition and look for beautiful, contemporary designs. The new campaign by Lowe Lintas brings alive the traditions associated with the festival, as well as the inspiration; and we hope that everyone has a very ‘Tanishqwali Diwali’ this year.”

Rajesh Ramaswamy Rajesh Ramaswamy

Rajesh Ramaswamy, Executive Director, Lowe Lintas, Bangalore, said, “The shots are absolutely beautiful. We just wanted to bring out the essence of the jewellery and the idea of auspiciousness. Tarun, Maddy and the rest have done a fantastic job of it. The art team came up with the brilliant imagery to represent the traditional inspiration of the collection with a contemporary touch.”

The outdoor and print leg of the campaigns comprises over 300 hoardings in 25 cities and over 500 insertions nation-wide.

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