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.
Agency: Lowe Lintas
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.”
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.
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.”
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.