| |
| Purpose
of the ad: |
|
Taking forward the thought
of being the jewellery
shop of choice for consumers,
the new campaign for Tanishq
portrays the brand as
being a jewellery destination
for all communities.
|
| |
| Storyboard: |
|
The campaign begins with
a Punjabi family visiting
a Tanishq showroom to
select some traditional
wedding jewellery for
their daughter. The Tanishq
salesman asks them what
kind of jewellery they
would like to see -Tamilian,
Bengali, Marathi -and
the mother replies Punjabi.
As the bride-to-be tries
a beautiful wedding set
of her choice, her grandmother
notices a South-Indian
bride trying on some traditional
jewellery. The old lady
is so mesmerized by her
traditional bridal look,
that she tells her granddaughter
that she shouldn’t
get married now. The whole
family is stunned. The
grandmother continues
and tells the girl that
since it’s a love
marriage she shouldn’t
get married to a Punjabi
but a South-Indian boy.
This way she would have
had two types of weddings
and two types of beautiful
traditional jewellery.
The whole family is amused
and the Punjabi bride-to-be
just laughs it off. She
tells her grandmother
that she still has ample
to time to convince the
younger sister about the
same.
|
|
|
| Client: |
|
Tanishq |
| |
| Media
used: |
| TV,
Print, Digital, On-ground |
| |
| Agency: |
| Lowe
Lintas |
| |
| Creative
team: |
|
Arun Iyer, Rajesh Ramaswamy,
Ujjwal Kabra, Adarsh Atal,
Indrasish Mukherjee, Devika
Srivastav |
|
