Celebrate Teej with Shringar by Tanishq
Indian festivals are known for their deep-rooted traditions and specific regional influences. Hariyali Teej is one such festival that celebrates traditional Indian values. On the day of Teej, married Indian women keep a fast for their husband’s long life. The husbands, on the other hand, feel a deep concern towards their wives, especially as they grow older.
Tanishq’s latest film for their festive jewellery - Shringar, wanted to depict this poignant emotion, while portraying Teej for what it really is – a festival of love.
The film depicts an elderly wife preparing delicacies for the festival, just as her husband comes to dissuade her about keeping the fast. He explains that he’s already grown old, so there’s no sense in fasting anymore. Just as she begins losing her patience with his talk, he hands her a beautiful pair of Tanishq bangles and reveals that he’s fasting too, so she must get ready to grow old with him.
It shows how a festival like Teej is just another opportunity for people to express their love for another, even though it is often masked by customs. Through the film, Tanishq aims to depict that it is the preferred choice of gifting across any age, tradition or festival.
Speaking about the film, Ms. Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “With India being such a diverse market, we agreed that it was time to talk to our customers on a more personal level - by showcasing local festivals like Teej. This film shows how relationships have evolved and beautifully captures the celebration and love that Teej is all about.
Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas adds, “Tanishq has always been progressive in their communication and the Teej film is no different. The simple act of an elderly man defying tradition and fasting for his wife is an inspiration to reinterpret traditions for modern times.”
Sandeep Kulhalli – Senior Vice President – Retail and Marketing
Deepika Tewari, General Manager- Marketing
Gaurav Midha, Manager - Marketing
Lowe Lintas, Bangalore
Nainaa R Rajpaal