Tanishq, the jewellery brand, has released a series of videos that beautifully encapsulate the emotions that run across a customer’s mind and how these apprehensions are understood and well taken care of by Tanishq. This campaign is the brand’s way of saying it to all that, “Aapke apne hain hum”.
Conceptualised by Lowe Lintas, the campaign speaks about customisation, purity and the range of products that Tanishq offers to their customers.
Deepika Tewari
Deepika Tewari, Associate Vice-President, Marketing, Jewellery Division at Titan Company Limited, said, “Through this campaign, ‘Welcome to Tanishq - Apke apne hain hum’, we wanted to depict the crucial aspects like customisation, purity and wide range of products that Tanishq aims to provide to each of their customers, along with best in class retail experience. The making of these series of videos and working on delivering the thought behind them have been a pleasure and we hope these would go on to serve their purpose well.”
Sagar Kapoor, Creative Head at Lowe Lintas, said, “The creative challenge for us was to communicate the little known, but very relevant, aspects about the brand in an interesting way. Our inspiration came from the actual experiences of the store staff. They have seen the customers react in the most delightful way when they were told about things they weren’t aware of like customisation, regional jewellery etc. This to us was a great way of giving them information on Tanishq, just the way they will accept it.”
The customisation highlights of how Tanishq has been taking care to satisfy the exact requirements of each customer. Special care is taken to achieve that perfect cut, finish and designing of the product.
The purity aspect highlights of how Tanishq takes extra care in manufacturing their product. The state-of the-art Karatmeter present at every Tanishq store is a very accurate way of measuring the purity of gold. Old gold is melted and weighed in front of the customers at every showroom to guarantee 100% exchange value on gold. Tanishq also offers 100% value (at prevailing rates) when exchanging diamonds, polkis, rubies or emeralds. The making charges start at only 8% and the regional designs start at only 5 grams, to ensure that one can choose a trusted Tanishq piece every time they want to buy a piece of jewellery.
Tanishq also aims at offering a wide range of products in order to appeal to their customers located across the country. The range of products is designed to cater to both the north and south markets. This is to address the fact of how Tanishq has been serving people from all regions irrespective of their state or any other distinctions.
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