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After Ekatvam, Tanishq highlights India's cultural diversity in new campaign

Unveils a new brand proposition for its wedding exclusive sub-brand Rivaah.

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NEW DELHI: After being brutally trolled for its controversial Ekatvam campaign last year, it would seem that jewellery brand Tanishq has learnt its lesson. Instead of fixating on a particular religious community, the brand is playing up the unity in diversity sentiment in the new brand proposition for its wedding exclusive sub-brand Rivaah. Through the campaign film – A Jewel for every Tradition – Rivaah by Tanishq is targeting millennial brides-to-be with the appeal that wedding jewellery is a symbol of rituals.

Conceptualised by Lowe Lintas, the ad showcases a series of brides from six communities – Punjabi, Bihari, Marathi, Bengali, Telugu and Tamil and even though the stories showcase cultural diversity inherent to Indian weddings, they sync up to deliver a coherent message – our rich heritage that forms the backbone of our weddings.

The new proposition communicates the meaning and significance of every ritual and jewellery the bride wears. This proposition has been brought alive through a film that provides a canvas to the thought process of today’s bride who wants to wholeheartedly celebrate and participate in her wedding. The film highlights how the modern Indian bride wishes to immerse into the ritualistic and traditional realm of weddings while being closely participative and true to her progressive self.

Tanishq general manager – marketing Ranjani Krishnaswamy said “Rivaah by Tanishq celebrates the richness and diversity of Indian weddings from the lens of a national local jeweller. It has a wide range of stunning handcrafted bridal jewellery trousseau for today’s millennial bride. The Rivaah bride is classic in her wish to immerse herself in her wedding rituals while also being closely participative in understanding their symbolism.”

Lowe Lintas chief creative officer Sagar Kapoor added, “Most pieces of wedding jewellery have a role to play in the rituals. The campaign aims at bringing this relationship alive, between the pieces of jewellery and their link to tradition from a wedding perspective. It speaks about the bride of today who is keen to understand this relationship and hence enjoy the ritual much more.

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