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Tanishq’s campaign for its new range Utsava celebrates India’s rich culture

Conceptualised by Lowe Lintas, the campaign is a celebration of the diversity that a country like India enjoys but is also about the unity that the festive season brings

Click on the image to watch the TVC.

Introducing its new collection Utsava, jewellery brand Tanishq has launched a campaign that celebrates both the diversity and the rich culture of India which brings everyone together.

Conceptualised by Lowe Lintas, the film showcases the different and unique cultures of our country and highlights the fact that no matter which state they come from and the language they speak, everyone comes together to celebrate the wonderful festival of Diwali.

Whether it is a morning puja in the South Indian household, or a teen patti party among friends in the North, the film shows loved ones gifting each other a piece of Tanishq to show their love and appreciation for the other person.

Deepika Sabharwal Tewari, Associate Vice-President, Marketing, Jewellery Division, Titan Company Limited, said, “The season of Diwali is always a time for celebration, and we at Tanishq are here to celebrate it grandly with the country. We want to highlight the uniqueness of each ethnicity and yet, with different rituals for the season of lights, at the end of the day, we want to show how everyone comes together to celebrate with their loved ones. Each piece of our new collection Utsava shows delicate craftsmanship that brings out the rich heritage and culture that our country has grown in. Whether we are from the North, South, East or West, we all are proud of what our country is made of, and Tanishq is here to highlight just that.”

Commenting on the campaign, Hari Krishnan, President (South), Lowe Lintas, said, “Whether it’s rising oil prices or falling rupee, nothing can dampen the spirit of Diwali. ‘Dilwalon ki Diwali’ is a celebration of India’s unbridled festive spirit and a tribute from Tanishq.”

The Video:


Client: Titan Company Limited

Brand: Tanishq

Agency: Lowe Lintas

Senior Vice-President, Retail and Marketing, Jewellery Division: Sandeep Kulhalli

Associate Vice-President, Marketing, Jewellery Division: Deepika Sabharwal Tewari

Senior Manager, Marketing, Jewellery Division: Meghna Khandelwal

Assistant Manager, Marketing, Jewellery Division: Prakhar Vardhan

Assistant Manager, Marketing, Jewellery Division: Rajasekar A P

Creative: Arun Iyer, Ujjwal Kabra, Adarsh Atal, Rangaprasad R 

Account Management: Hari Krishnan, Sudhir Rajasekharan, Bhupender Agarwal, Aditi Prabhakar, Vishwanath R 

Planning: Padmapriya M, Dhanya R 

Director: Anupam Mishra

Production house: Crazy Few Films

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