Tanishq unveils Diwali collection Alekhya with ‘Pehli Diwali’ campaign

The campaign is conceptualised by Lowe Lintas.

Mumbai: With the onset of the festive season, jewellery brand Tanishq has unveiled the much awaited Diwali campaign "Pehli Diwali." The TVC introduced is a tribute to every Indian woman celebrating her ‘firsts’ along the journey of reinventing herself, which is truly worthy of a "Pehli Diwali" celebration. The festive campaign emphasises the optimism that evokes emotions associated with every first.

The festive campaign comes on the back of Tanishq’s exclusive Diwali collection 'Alekhya,' inspired by the indigenous heritage artforms, where every piece of jewellery in the collection stands as an ode to today's woman, celebrating her as the author of her own story, as the ‘karigar’ of her life.

Staying true to its narrative, Tanishq's series of festive films, "Pehli Diwali," conceptualised by Lowe Lintas, captures the essence of those invigorating occasions. The films encapsulate some of the priceless moments that remind us of our personal and professional growth journey that truly call for a celebration. Every 'first’ of our life, whether big or small, is extremely special and needs to be treasured forever. The thought-provoking films are a gentle reminder that every milestone in our lives is worthy of a grand celebration, just like that of a "Pehli Diwali."

The three 40-second heartening films are woven together on the premise of celebrating an expansive view of "Pehli Diwali." The visually delightful series of campaign films gives viewers a sneak peek into the lives of women who believe in celebrating every milestone that contributes to their self-development. The uplifting background score, coupled with a soulful voiceover, rides high on emotions.

The first film features an entrepreneur celebrating Diwali for the first time at her new office with family and friends, and ends with a mischievous banter with her husband, who compliments her dedication and her infectious energy as they rejoice in their special moments together. The second film breaks into the life of a lieutenant in the Indian Air Force, celebrating her first Diwali away from home with her Air Force family. The third film opens with a single mother who plans to go on her first bike trip with her daughter.

Speaking about the campaign, Titan Company’s Tanishq vice president of category, marketing & retail Arun Narayan said, "Pehli Diwali holds a very special significance in our country where families celebrate the first Diwali after a wedding or after welcoming a child. Our festive campaign is an insightful take on this tradition, seeking to celebrate and commemorate the many new journeys that women have begun in recent times. These journeys, whether small or big, are special as they hold a deeper personal meaning. We are therefore happy to wish every woman on the occasion of the "Pehli Diwali" of all her new beginnings."

Quoting the film, Lowe Lintas chief creative officer Sagar Kapoor said, "Diwali has always been a symbol of life stages in an individual’s journey. In this context, "Pehli Diwali" has a huge significance, which is followed by a life-changing decision. We wanted to capture those emotional milestones of "Pehli Diwali" across different age groups, keeping them real and relatable. The idea was to break away from the usual Diwali advertising that celebrates the festival at a surface level."

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