Tanishq unveils a new storytelling campaign to highlight matchless offerings
Tanishq, India’s largest and most preferred jeweler, known for impeccable quality, design intricacy, compelling campaigns and superior retail experience for over 19 years now has taken its communication a step further. With an aim to highlight the brand’s matchless offerings, Tanishq has launched a series of commercial films featuring its retail sales officers.
A unique story telling approach is used in the commercials, which is very different from anything the brand has done in the past. Each film open with a Tanishq retail sales officer from different parts of the country (Bangalore, Delhi, Kolkata and Jaipur are featured) who narrate unique experiences they’ve had with Tanishq customers. These real stories brings alive the brand’s commitment towards great value and purity along with complete transparency. From introducing the state-of-the-art karatmeter at every single Tanishq store which guarantees the most accurate way of measuring the purity of gold, to providing 100% exchange value for diamonds and other precious stones, Tanishq ensures that its customers are never disappointed.
Sharing her views on the campaign, Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company Limited, said, “At Tanishq, we believe that our jewellery is about a promise of beautiful relationships. Our campaigns explore the beauty of relationships between a husband and wife, brother and sister, mother and son, father and son. With the new campaign, we are now taking a step further to present another facer of our relationship - the one that our employees at the stores share with our customers.
She further added, “The imperative was to convey our messages in a simple, yet effective manner. The four films cherish the moments of truth, honesty, transparency, passion and best industry practices that makes Tanishq, the most loved and preferred jeweler in the country. Backed by strong consumer understanding, we have also attempted to change vocabulary in the films so consumers take an informal decision while buying our jewellery.”
Rajesh Ramaswamy, Executive Creative Director, Lowe said – “The biggest challenge was to present these rational points interestingly. We drew inspiration from sales staff of Tanishq who are so passionate about the brand and have a lot of stories that cover these rational points in a very interesting and human manner. And of course it was nice that we could manage this in one single take without a cut”.
With this campaign, Tanishq pledges to continue the company’s endeavor to offer best-in-class jewellery and ensure every purchase is ethical, whether it is a sale or exchange of a product.
Creative Agency: Lowe Lintas, Bangalore
National Creative Director – Arun Iyer
Executive Creative Director: Rajesh Ramaswamy
Unit Creative Director: Ujjwal Kabra
Creative: Adarsh Atal, Indrasish Mukherjee
Account Planning: Phalgun Thiruvasu
Account Management: Sudhir Rajasekharan, Bhupender Agarwal, Akhila. V, Vishwananth Beliraya, Arunabho Sen
Director (of the film): Vivek Kakkad
Producer: Shahzad Bhagwagar
Music: Abhishek Arora
Production House: Curious Films