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Exclusive | Tanishq plans to grow in Tier 2 & 3 cities

Indian weddings are incomplete without jewellery and that is what makes weddings the single most important occasion for buying jewellery across all cultures and communities. It is a very traditional event. So is the jewellery which the bride wears.

While Tanishq has wedding jewellery for various regions, there has been a common misconception with the brand that it is only North Indian and does not have a wide selection of traditional wedding Jewellery for other communities.

To communicate that the brand offers wedding Jewellery for all communities and to be in the consideration set of even the most traditional minded wedding Jewellery shoppers Tanishq came up with an interesting way to tackle both these problems with one solution. Showcase our wide collection of traditional wedding jewellery we have to offer across communities and get all the members of the family to buy into the brand.

To know more about this subtle and strong campaign, Adgully caught up with Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company Limited.

About the Ad:

The film is about a Punjabi family visiting a Tanishq showroom as they are for looking traditional wedding jewellery for their daughter. The Tanishq salesman asks them what kind of jewellery they would like to see – Tamilian, Bengali, Marathi – and the mother replies Punjabi. As the bride-to-be tries a beautiful wedding set of her choice, her grandmother notices a South-Indian bride trying on some traditional jewellery. The old lady is so mesmerized by her traditional bridal look, that she tells her granddaughter that she shouldn’t get married now. The whole family is stunned. The grandmother continues and tells the girl that since she’s doing a love marriage she shouldn’t get married to a Punjabi but a South-Indian boy. This way she would have had two types of weddings and two types of beautiful traditional jewellery. The whole family is amused and the Punjabi bride-to-be just laughs it off. She tells her grandmother that she still has ample to time to convince the younger sister.


The whole idea was “Whatever be the wedding, we are ready.”

The idea behind the ad was to break barriers. We have been doing jewellery from all castes and this one was for nine communities, so that’s why this convention.

We were looking at making an ad for nine communities and we could not show it from a typical love marriage scenario, so we brained stormed with our agency. We were talking to a lot of customers and it is actually the older generation that liberates you and tells you to bend the rules a little bit and that’s how it clicked.

Agency wise:

Lowe Lintas comes up with this amazing TVC. It was indeed a challenging brief. The brief was that Tanishq has nine communities jewellery in the most progressive manner. We are trying to show a change in nine communities and it was really tough for the team to crack it. I think the tougher the challenge is the better is the advertisement

Growth in India:

Tanishq has about 78% of the organized jewellery market.

We have grown in terms of distribution; we have grown in terms of customer solutions, we have grown in terms of value, volumes, and connections. I think the journey has been quite simple. If we are talking about making jewellery for nine communities itself shows that the brand has grown. The fact that the brand has expanded distribution from Bombay Churchgate, to Durgapur, to Coimbatore to Rohtak itself shows that the kind of demand the brand commands in its market. In the last 4-5 years the brand has grown at different heights and will continue to do so.

Perfect Acceptance:

I think if the ‘Daadi’ has bought the idea then it’s easy for others to get it as well. Because everybody thinks that old people have barriers about this. If they are only showing the way then I think everybody will accept the same. We’re sure to influence the minds of the consumers in this manner. We are already getting a lot of acceptance from this ad, digitally, online and also from other feedbacks.

2014 The year gone by:

This year was fairly challenging, but fairly consoling as well. This Diwali has been better than last years.

Plans Ahead:

We would be using a 360 marketing campaign which would include Outdoor, Print, TV, magazine, digital and a lot more. We are going to do something special on the digital front as well, which we will unveil it in a short span of time. The next year is all about growing in tier two and tier three cities.


Creative: Arun Iyer, National Creative Director,
Rajesh Ramaswamy, Executive Creative Director
Ujjwal Kabra, Unit Creative Director
Adarsh Atal, Creative
Indrasish Mukherjee, Creative

Phalgun Tiruvasu, Vice-President, Bangalore

G.V. Krishnan, Executive Director, South
Sudhir Rajasekharan, Senior Vice-President
Bhupender Agarwal, Senior Brand Services Director
Arunabho Sen, Brand Services Director
Vishwanath R., Brand Services Manager

By Archit Ambekar | Twitter: @aambarchit


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