Tanishq taps Diwali mood to promote Shubham collection

Tanishq is likely to spend 10% or approximately Rs20 crore of its annual advertising and marketing budget of about Rs200 crore on promoting this festive season campaign


The television ad showcases the Shubham collection which is inspired by the ornate motifs and elaborate sculptures of the temples at Hampi, Gujarat, and Bhubaneswar. Photo: Indranil Bhoumik/Mint
The television ad showcases the Shubham collection which is inspired by the ornate motifs and elaborate sculptures of the temples at Hampi, Gujarat, and Bhubaneswar. Photo: Indranil Bhoumik/Mint

Mumbai: Like it does every year, Tanishq, the jewellery brand from Titan Company Ltd has launched its new campaign for Diwali. (Watch here).

Created by Lowe Lintas, and directed by film maker Anupam Mishra of Crazy Few Films, the new television commercial revolves around different moments of Diwali celebrations across the country. It captures the joy of families and friends as they gift one another pieces of Tanishq jewellery. This year, the company is promoting its Shubham collection. The song accompanying the film, an original composition written by noted Bollywood lyricist Amitabh Bhattacharya, adds to the upbeat mood. The film ends with the line Aao manaye Tanishqwali Diwali.

“Diwali is that time of year that everyone looks forward to. This festival is marked by beautiful traditions and purchase of gold jewellery is an integral part of those traditions. Families and friends come together to partake in the festivities, and there are innumerable special celebratory moments. In our latest film, we have captured these moments and the joy of going all out to celebrate...We are extremely excited about this festive season and are looking forward to a prosperous Diwali,” said Deepika Tewari, general manager of marketing at the Jewellery Division of Titan Company Ltd.

The company is expected to spend 10% or approximately Rs20 crore of its annual advertising and marketing budget of about Rs200 crore on promoting this festive season campaign. The television ad showcases the Shubham collection which is inspired by the ornate motifs and elaborate sculptures of the temples at Hampi, Gujarat, and Bhubaneswar. The print campaign, featuring brand ambassador actor Deepika Padukone (Watch here) has been styled by celebrity stylist Shahleena Nathani, with clothes by fashion designer Sabyasachi Mukherjee.

“Everything under the sun is bought during Diwali and there’s a huge fight for the share of wallet, by products across different categories. We wanted to bring back the relevance of gold over everything else in a Diwali celebration and highlight the sheer joy and emotions of gifting,” said Hari Krishnan, president, Lowe Lintas.

Arun Iyer, chief creative officer, Lowe Lintas, maintained that the campaign was all about capturing the celebratory mood among consumers. “For the last couple of Diwalis, there has been some amount of restraint among consumers who have held back on spending. This year however, there is a fair amount of optimism, the monsoon has been good and consumers are exhibiting their confidence in the economy, we wanted to reflect that in the film.”

People choose gifts based on how happy it will make the recipient. The portrayal of the post-gifting moment is therefore, pivotal, said Raghu Bhat, founder director, Scarecrow Communications Ltd. “The ad captures the distinct reactions, of different women based on their personalities perfectly. This detailing of each woman’s characterisation is what makes the ad relatable—as a husband would ‘see’ his spouse in one of these portrayals. The nice jingle adds to the happiness and makes you consider gold jewellery as a Diwali gift option.”

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