Tanishq rolls out first multi-lingual ad to dominate wedding jewellery market

Tanishq’s integrated campaign will be run till April in seven regional languages across the country


Tanishq’s annual advertising and marketing budget is estimated at Rs200 crore. Photo: Pradeep Gaur/ Mint
Tanishq’s annual advertising and marketing budget is estimated at Rs200 crore. Photo: Pradeep Gaur/ Mint

New Delhi: Titan Ltd-owned jewellery brand Tanishq is eyeing a larger share of the Indian wedding market through its “Rivaah” collection which caters to the individual needs of different communities.

To further create awareness about the collection, the brand has rolled out its first-ever multi-lingual ad campaign, featuring brides across Gujarati, Sikh, Tamil, Bengali and Marathi communities.

Made by Lowe Lintas, Bengaluru, the over-two-minute-long film captures intimate moments between brides and their fathers, depicting how every father, irrespective of his culture, occupation or location, is emotional about his daughter’s wedding. Amid the laughter and joy of wedding festivities, the film manages to highlight small, touching father-daughter moments, while skillfully focusing on different jewellery styles of these communities.

“Through this campaign we want to create a dominant position for the brand Tanishq in the wedding jewellery market across the country. The objective is to attract new buyers in the wedding jewellery segment to Tanishq,” said Deepika Tewari, general manager, marketing, at Tanishq.

The integrated campaign will be run till April in seven regional languages across the country. Apart from television, it will also be promoted through print, radio, digital and outdoor. “The father-daughter emotional bond is an untapped space in the wedding market. The wedding jewellery-related promotions are heavily centered on women. We thought it was a lovely idea to highlight what a father goes through emotionally during his daughter’s wedding. The universal emotion of father-daughter love has held this diverse multi-cultural campaign together,” said Arun Iyer, chief creative officer, Lowe Lintas.

Tanishq’s advertising is not just heart-warming but also touches upon sensitive social issues like breaking stereotypes and women remarriage.

The brand’s annual advertising and marketing budget is estimated at Rs200 crore.

Noting that the collection name “Rivaah” rhymes well with vivaah (or wedding), which goes well with the positioning of the brand, Saurabh Uboweja, brand expert and chief executive of Brands of Desire said that the campaign will strike the right chord with its target audience.

“The campaign achieves its objective efficiently as it manages to communicate a focused positioning around wedding jewellery, a pan-India brand available everywhere, the importance of weddings in India and the warm yet reclusive relationship between the Indian father and his daughter,” he said.

According to him, the brand equity of Tanishq is largely driven by its positioning as a brand that is at the centre of the Indian household. “It’s all about families, love, emotions, culture and celebrations. One can safely say that it targets families rather than individuals. The advertising journey predictably is driven by occasions, be it weddings, festivals, anniversaries or special days, which matter a lot to the typical Indian family,” he added.

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