Tanishq celebrates father-daughter bond in new heartwarming film
Keeping in mind the importance of the wedding season in India, Tanishq has crafted a new brand of wedding jewellery, called ‘Rivaah’, which is a union of the words ‘Riwaaz’ and ‘Vivaah’. Rivaah has been created to appeal to both brides and mothers through traditional bridal designs in a contemporary manner.
To support the launch, Tanishq has unveiled its latest brand film in India that capitalises on the unique bond shared between fathers and daughters. The campaign thought stems from the insight that a father always wants the best for his daughter. With this in mind, Lowe Lintas Bangalore conceptualised the film that captures how every father re-connects with the emotions that he has towards his daughter.
Sharing her thoughts on the new launch, Deepika Tewari, General Manager, Marketing, Tanishq, said, “Every father in the world wants the best for his daughter and for her wedding day to be the most special day of her life. The launch of Rivaah is our endeavour to ensure that every father can give his daughter the best wedding jewellery as she begins a new chapter in her life. Every piece from the collection embodies the promise of Rivaah – to give the bride the best in terms of design, value and purity at competitive pricing.”
Watch the ad:
The film, that has been launched both online and offline, captures intimate moments between brides and their fathers showing how every father irrespective of his culture, occupation or location reacts to his daughter’s wedding. Different facets of a father-daughter relationship are captured through beautiful portrayal of different community weddings.
Commenting on the campaign thought, Hari Krishnan, President, Lowe Lintas Bangalore, said, “There are many Indias within India and there are many cultures, sub-cultures, traditions, beliefs and rituals, especially when it comes to weddings. Our attempt has been to reinforce the fact that Tanishq understands this diversity and showcase ‘Rivaah’ as a collection that is relevant for brides from different parts of the country.”
Highlighting the creative thought process behind the campaign, Arun Iyer, CCO, Lowe Lintas, said, “As easy as it is to know that a father and daughter bond is always unique and strong, depicting it is equally difficult. We found six different insightful situations to highlight the singular feeling of love a father has for his daughter. And we’re glad we were able to capture this beautiful bond no matter which region the setting was in.”
Adding his comments, Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore, said, “This campaign was extremely exciting and challenging at the same time. Even though we had to show the different cultural nuances of various communities, we had to find a singular emotion that cuts across all. And we landed on the everlasting love a father has for his daughter. We felt that it would be quite unique to show the same love in various different ways. Which is why we portrayed the mixed emotions that a father feels on his daughter’s wedding day. Hope every father finds one he relates to.”
The campaign has gone live on social channels and will be played across other popular offline platforms too.
Sandeep Kulhalli, Senior Vice President - Retail & Marketing - Jewellery Division - Titan
Deepika Tewari, GM - Marketing, Jewellery Division
Upasana Babu, Assistant Brand Manager – Marketing, Jewellery Division
Creative: Lowe Lintas, Bangalore
Creative: Arun Iyer - Chief Creative Officer, Rajesh Ramaswamy - Executive Creative Director: Ujjwal Kabra - Group Creative Director, Adarsh Atal - Unit Creative Director, Indrasish Mukerjee - Unit Creative Director
Account Management: Hari Krishnan – President, Sudhir Rajasekharan - Senior VP, Bhupender Agarwal - AVP
Rini Nandy - Brand Services Director, Vishwa R - Brand Services Manager
Production House: Crazy Few Films (Anupam Mishra)