Top Story


Home >> Advertising >> Article

Ad Review: Bachchans Sr lend a glow to Tanishq

Font Size   16
Ad Review: Bachchans Sr lend a glow to Tanishq

Tanishq and Lowe Lintas have fashioned a new and unique campaign on diamonds featuring Amitabh Bachchan and Jaya Bachchan. The campaign has been conceived to spread awareness among consumers as to how to assess the purity of the gems.

Client: Tanishq
Brand: Tanishq
Agency: Lowe Lintas
Medium: Television

The Brief:
Commenting on the idea behind the ad, Sandeep Kulhalli, Vice President, Tanishq, said, “We at Tanishq continuously strive to delight our customers with wide range of distinct products with intricate designs in line with latest trends. With the growing demand in diamond jewellery category that contributes a major part of our sales, our major focus this year will be to offer high quality diamond jewellery, coupled with exquisite designs. Understanding the lack of awareness amongst customers in choosing the right diamonds, we conceived the idea of educating our consumers through the ad campaign.”

The Execution:
Conceptualised by Lowe Lintas, the commercial showcases Amitabh Bachchan and Jaya Bachchan as themselves, where Big B is fraught with concern whether Jaya will like what he purchases as a gift to her.

Arun Iyer of Lowe Lintas explained, “The client wanted to use Amitabh to basically tell that Tanishq follows a stringent quality check process. Now, sending out this message to the masses could have been quite boring without the likes of Amitabh Bachchan and Jaya Bachchan. That is where Amitabh doing the ‘homework’ to buy a gift brings out the message perfectly.”

The Final Product:
The film revolves around how Amitabh goes about buying diamond jewellery for Jaya by making sure he does not make a fool of himself in front of her. He ensures he knows everything about diamonds before buying her the piece. The film is clutter-breaking as Amitabh is used as a normal person and not a celebrity. The entire situation is treated in a manner on what a normal man would go through when he goes about buying diamond jewellery.

Xpert Comment:
Giving his view on the commercial, Viren Kamdar, NCD, Quadrant Communications, said, “Nice film. A great insight, well executed. People, most importantly husbands, show a complete lack of awareness on the hows and whys of diamond buying. The quintessential Bollywood jodi belts out all you need to know and holds your attention at the same time.”

Our Take:
The campaign is quite, likable especially by the target audiences, which are couples. The concept is endearing, uncomplicated yet very insightful. It captures the sensitivity and emotions and associates them exceptionally well with the diamonds.


Tags Tanishq Arun Iyer Sandeep Kulhalli Amitabh Bachchan Jaya Bachchan

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

Recap brings you a round up of the important stories that made headlines this week.

Powered by advertising technology expert Yospace, Akamai’s Dynamic Ad Insertion is designed to help content providers offer greater monetization opportunities through online advertising, while maintai...

The second season of the show takes viewers on a profound journey to the homes of their favorite celebrities such as cricket icon Saurav Ganguly and Bollywood actors Sushant Singh Rajput, Radhika Apt...