Taking forward the thought of being the jewellery shop of choice for consumers, Lowe Lintas Bangalore has unveiled a new campaign for Tanishq that portrays the brand as being a jewellery destination for all communities. The campaign revolves around the core idea of ‘Whatever be the wedding, we are ready.’
Watch the TVC here:
Weddings in India are an elaborate affair which makes it the single-most important buying occasion for most jewellery buyers across all cultures and communities. Thus while Tanishq offers wedding jewellery for various regions, there is a common misconception that the brand is more for North Indians and does not have a wide selection of traditional wedding jewellery for other communities.
The other facet that came upfront was the behavioral loyalty of customers. Every household has a family jeweller who they have been going to for generations for all their requirements. They trust them blindly for value, design, easier payment options etc. So to urge them to give Tanishq a shot is essentially asking these people to step out of their comfort zone. To tackle both these pertinent problems, Tanishq came up with a single solution - showcase its wide collection of traditional wedding jewellery that it has to offer across communities and get all the members of the family to buy into the brand.
Sharing her thoughts on the new proposition that the brand decided to venture with, Deepika Tiwari, GM - Marketing, Tanishq said, “Being India’s leading jewellery brand, Tanishq is the preferred jeweller for many Indianfamilies. The wedding season is the single largest jewellery buying occasion for most Indian families, across all cultures and communities. In our latest campaign, we wanted to showcase our region-specific collections and communicate the fact that ‘humkisibhishaadi key liyetayaarhain’. In true Tanishq style, we have done it by using a progressive grandmother as the protagonist to deliver this message. As a brand, we continue to be present across the length and breadth of India, winning the hearts of many.”
The campaign begins with a Punjabi family visiting a Tanishq showroom to select some 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 it’s 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 about the same.
Commenting on the creative approach taken for the campaign, Arun Iyer, National Creative Director, Lowe Lintas + Partners stated, “When people usually visit jewellery stores, there’s a pre-conceived notion they have about the origins of the jewellery, with the North Indian make being a top-of-mind recall on most occasions. The campaign showcases other options – from various regional settings - that are available for people to choose from and how Tanishq is a one-stop shop for jewellery shopping for any community.”
The campaign has been launched across India and will span several touch-points on air, online, and on ground.