Exclusive | Diamond discounts achhe hai, Tanishq's new TVC

Tis’ the season to be jolly as it has been raining discounts since Christmas then New Year, Republic Day and the extended republic day and a lot more from retailers and ecommerce companies across the country.

Well I’m sure it’s not a surprise that we’ve been offered a discount from an apparel brands, or a footwear brand or for that matter electronic brands on ecommerce websites, but I’m sure a discount in the jewellery space is something that is not common.

Tanishq, the leading jeweller in the organized sector has recently rolled out their discount commercial, offering a discount on diamonds.

While we know that the country is more of gold, or silver dominated when it comes to choosing their metals, this category needed a push from the marketer’s side and that’s exactly what this brand is trying to do.

We at Adgully caught with Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited to know more about this campaign.

Concept

We know that India is Gold and Silver dominated country and Diamonds is something that only the elite wear and we wanted to break down this notion about diamonds.


We wanted to tell that Diamond is something that can be worn by ordinary people as well, however small it is, Diamond is Diamond and that’s what we wanted to convey from this ad. We've not done in that sale type manner.

What we are trying to do for the first and last time is that we are targeting two major brand communities that there's still endurement, there's still a moment and there's still a relationship. We've done it in the true way that belongs to the brand world. It looks like a Tanishq ad.

Every year twice a year we offer reasonable discounts to our customers and we need to communicate that. We're basically going on discount and we advertise the discount and that’s exactly why we came up with this campaign.

Process

While we know that Lowe Lintas is the agency behind this campaign, the brief given to them was very simple.


They were told to make an ad where the “it’s not about buying a product, it’s about the specialness of what you buy.” And this idea doesn't take away from the fact that it’s available at a discount, because buying diamonds for anyone is a special gesture. Just because you buy it at a discount it doesn't diminish the gesture.

While the discount will be only on its Diamond Jewellery, it is expected to go on till 1st March. Indeed a good time frame for shoppers to go and shop for diamonds at drop down prices.

Tiwari indeed couldn’t share marketing plans for the year; but she did mention that we will come to know about it soon. Well we’re all ears to hear on that note Ms Tiwari.

Going Digital

Jewellery is something that is generally bought physically and in India it hasn’t reached a stage where one shops for it online.

We’ve seen over the years that Jewellery has a unique focus on getting women to buy it physically, unlike many other categories where consumers nowadays do it through online browsing. But in the year to come we will see a lot of showcasing happening on the digital space. I think they will start choosing the product digitally and then come to the store and buy it.

The campaign will see a media mix of Print, OoH and Television.

On a concluding note, Tiwari told us about what she visualized from 2015, “Currently, we have been working a lot on the input I don't know about the output. I'm sure the brand will gain from strength to strength and have a good year.” By Archit Ambekar | Twitter: @aambarchit

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