MUMBAI: Tanishq, India’s trusted jewellery brand has launched a new TVC campaign marking one of the most anticipated festivals of the year, Diwali. For this auspicious occasion, Tanishq is launching its new festive collection- Virasat. The new TVC campaign brings alive the essence of age old traditions, cultures and rituals which have been followed through generations. The campaign aims to take forward the age old tradition of purchasing jewellery which makes Diwali auspicious.

Conceptualized with Lowe, the film perfectly encapsulates the spirit of Diwali celebrations and continuing the tradition of buying jewellery across generations in all its glory. The film truly brings to life various Diwali customs across the country of buying sweets, wearing something new on Diwali, lighting up each corner of the house and gifting jewellery. Highlighting the thought behind the collection Virasat, the film showcases the diversity amongst consumer, cultures and customs.

Diwali is the harbinger of joy and prosperity in Indian households across different cultures and people indulge in buying jewellery, keeping the age-long family traditions alive. Tanishq celebrates the spirit of Diwali by bringing alive these traditional elements. The TVC campaign shows how relations strengthen across different communities by revisiting their traditional roots and gifting their loved ones Tanishq’s jewellery while celebrating Tanishq Wali Diwali.

Speaking on the launch of TVC, Ms. Deepika Tewari, Associate Vice President– Marketing, Jewellery Division at Titan Company Limited says, “Each Diwali is a testament of the traditions that has been passed down from one generation to another and has been followed each year with equal vigour. This campaign is an ode to the innumerable ‘Rivaaj’ or traditions that are followed by us, especially that of buying gold and hence the name ‘Virasat’. We sincerely hope our grand new Virasat Collection will add a bit of sparkle to everyone’s life. At Tanishq we wish everyone to be a part of Riwaazon wali Diwali, Tanishq waali Diwali”

Quoting about the film Sagar Kapoor, Chief Creative Officer, “Diwali and Tanishq are integral to each other. Buying gold in Diwali has been a big part of tradition across the country. This year Tanishq inspires people to take this tradition, this ‘riwaaj’ forward. Of course at the heart of the communication is the love, prosperity and joy that Tanishq jewelry brings about in people’s lives.”