Tanishq celebrates the true essence of tradition in new campaign for Aarna

Tradition has always been the essence of Indian families who celebrate each festival, big or small, with immense faith and respect. Varamahlakshmi is one such festival that is known for its deep rooted Indian values. On the day of Varamalakshmi, women of the house keep a fast to seek the blessings of Goddess Lakshmi. In many traditional Indian families, women are considered to be ‘Lakshmi’ but are hardly made to feel like one. With time, men have realised the efforts put in by women towards family traditions and are appreciating their participation towards these festivities. 

Tanishq’s latest film for their Varamahalakshmi collection –Aarna – depicts this poignant emotion, while portraying how festivals like Varamahalakshmi are actually a way of showing your love for your family. 

The film depicts a young couple who seem to be newly married, discussing their ideas of Varamahalakshmi fast and in the process exploring the love and respect that they have for each other. While the wife talks about what her grandmother told her about the fast, the husband tells her what he has heard about the same tradition from his grandmother. While the wife awaits to hear more from him, he gives her a beautiful Tanishq necklace and calls her the Lakshmi of the house. 

Festivals like Varamahalakshmi are not just another day of fasting, but occasions to express your love and make the other person feel special through gestures of respect and care. Through the film, Tanishq aims to depict that it is the preferred choice of gifting across any age, tradition or festival. 

Tanishq is making this occasion even more special by offering up to 20 per cent off on making charges of gold jewellery and diamond value on August 2 and 3, 2017. 

Speaking about the film, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company, said, “India is a land of festivals and we felt the need to address all the occasions that contribute towards the expression of love and respect towards your family, society and values. Tanishq wants to create a more personal bond with the customers and connect with them at a deeper level through festivals like Varamahalakshmi. This film shows how the meaning of marriage and companionship has evolved with time and beautifully captures the relevance of festivals in the new age society.” 

Hari Krishnan, President, Lowe Lintas, the agency behind the campaign, said, “Every festival in India has a cultural, religious and regional context. Tanishq has always redefined human relationships and it is this aspect of the brand that we’ve tried to bring alive in the context of the Varamahalakshmi festival, which is an important festive occasion in South India.” 

Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, added here, “It is always very exciting for us when we get opportunities to explore newer cultures, traditions and languages. So, for the first time, we’ve made an ad for a popular festival down south, ‘Varamahalakshmi’. An important part of the festival is that the women observe a fast to invoke the goddess at home. In this ad, the husband finds an opportunity to express love and gratitude towards his wife, for carrying out the tradition with such devotion. The friendly banter between them adds to the charm of their relationship.” 

Client Credits:

Sandeep Kulhalli – Senior Vice President – Retail and Marketing

Deepika Tewari, General Manager- Marketing

Gaurav Midha, Manager - Marketing


Agency Credits:

Lowe Lintas, Bangalore



Arun Iyer

Rajesh Ramaswamy

Rimona Ganapathy

Lohith Chengappa

Romel Joseph

Gautham Seran

Sunit Joseph


Account Management:

Hari Krishnan

Sudhir Rajashekharan

Bhupender Agarwal

Rini Nandy

Pankhuri Sharan


Production House

Black Box





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