‘Kyunki app heera nahi dil dete hai’, the line that ends Tanishq’s latest campaign sheds light on the intrinsic relation that love and diamonds share. No grand declarations of love and the promise of a future together come without a diamond because after all, diamonds are forever.
In its new campaign, conceptualised by 22feet Tribal Worldwide, Tanishq talks about its commitment in giving customers only the best and the perfect solitaires.
The film shows a Tanishq jeweller at Tanishq Diamond centre, speaking about what giving a diamond really means to a person. Operating on the premise that diamonds have always been portrayed as expressions of love, the film talks about how Tanishq picks up the perfect diamonds among millions to be part of their family. In a room full of diamonds, the one that shines the best are ought to be the ones from Tanishq because the brand ardently follows a seven-step security check.
Speaking about the film, Deepika Tewari, AVP, Marketing, Tanishq, said, “Diamonds and solitaires are an expression of celebration and exclusivity. However, the quality of solitaires is very difficult to ascertain and there isn’t a lot of information in the marketplace for customers to rely on. Through this campaign, we took it as a responsibility to really address the situation by bringing ahead pointers that consumers need to keep in mind when investing in diamonds. We at Tanishq have seven stringent parameters that we follow to ensure all our diamonds are immaculate. Everyone deserves to live their perfect diamond dream and we at Tanishq offer them #HeeronMeinHeera, it is a #TanishqPromise.”
Commenting on the idea behind the ad film, Vineet Gupta, Group CEO, DDB Mudra Group, said, “Tanishq has always stayed true to its promise of purity and superior creations. Our intent with this film was to bring out this very fact, while educating the consumers about Tanishq’s strict, multi- step selection process for their solitaires.”
The film has been published on Tanishq’s official social handles. Apart from this, there is a digital and a print leg to the campaign.
The Ad Film:
Agency: 22feet Tribal Worldwide
Creative Team: Vishnu Srivatsav, George Sebastian, Vasanth Poodipeddi, Hemangi Chatterjee
Account Management Team: Ranji Cherian, Pritika Gupta, Sijo Abraham
Account Planning Team: Vidya Venkateswaran, Savyasachi Hebbar
Production House: Breathless Films