Spot Light | Tanishq
REVIEWER: TITUS UPPUTURU
With around 15 years experience in the ad industry, Titus Upputuru executive creative director, Dentsu Marcom has worked with brands such as KFC Afghan Telecom and Electrolux.
Believable: T. Upputuru
The new campaign for Tanishq by Lowe India features actors Amitabh Bachchan and Jaya Bachchan. The television commercial is about how Amitabh plans to surprise his wife with a diamond necklace and impresses her with his knowledge of diamonds.
What did you think of the new Tanishq commercial?
I loved this ad. Love the direction, the casting, the music, the production. It’s something you would love to watch more than once. The nuances are quite nice. Jaya Bachchan shooting off her mouth, while Mr Bachchan’s attempt to say something stops at an open mouth. I especially like the shot where Mr Bachchan is driving the car and the dialogues from the previous scene are played. It’s a nice narrative technique. What’s also nice is the nok jhok (quibbling) at the end. It’s quite adorable to see arguably India’s most famous couple behaving like a normal husband and wife.
Several celebrity couples—Shah Rukh and Gauri Khan, Kareena Kapoor and Saif Ali Khan, etc.—are endorsing brands together. Does it make sense for brands to leverage real-life relationships?
Yes, why not? It becomes more believable. There is this one commercial which has Hema Malini and her two daughters. The two daughters come towards her explaining something with dance movements. It seems like they would do that kind of a playful thing at their home, since all of them are classical dancers. So it just seems more real, while the actors are playing themselves with their loved ones around them. In any case, in India, people like to get a peep into their favourite star’s homes. Fans tend to wonder how their favourite stars live the everyday life. What time do they wake up, what they have for breakfast, how do they hang around at home, what they read at bedtime, etc. So these ads kind of satisfy those cravings.
Priceless: It’s an ad you would like to watch more than once.
How does this ad stack up against Tanishq’s earlier work?
I am not sure any of the earlier work makes as much of an impact as this one. I quite liked the one before this though, it was about this girl disinterested in marriage, going somewhere in the car with her parents until they stop by a Tanishq showroom. While I liked the emotion better in that one, I think this one manages to pull off more steam, just by the sheer presence of the famous couple and by the eloquent direction.
What’s your favourite ad in this category?
The ad I’m?reminded?of has a diamond?integral?to?the plot but isn’t an ad for diamonds. The ad also has an elderly couple. It also has an aged man gifting a diamond to his life partner of about 40 years. And it’s a lovely, almost poignant, question—H eere ko kya pata tumhari umar (The diamond does not know your age,?does it?).Yes, I’m talking of the insurance ad. It was a great ad, wasn’t it?
As told to Gouri Shah