Tanishq gets it right again. The latest Tanishq ad that features Deepika Padukone effortlessly strikes the right chords.
The actor was roped in by the jewellery brand as she represents the Indian woman who is confident and progressive. Through the narrative woven around the emotional bond between a mother and daughter which is timeless, the brand aims to depict its jewellery as timeless as the relationship. Interestingly the actor is shown with her “real” mother( Ujjala Padukone) in the ad for the first time.
The ad touches upon the truth that no matter who you become, irrespective of popularity , fame or wealth, the nuances of the mother- daughter relationship remain untarnished and unaffected. This is done through Padukone’s narrative of real life situations, picked up from daily life, from her mother reprimanding her if she leaves the lights in her room on, or leaves her meal unfinished, comes home late and so on.
As National Creative Director of Lowe Lintas and Partners Arun Iyer puts it, “The film shows that you will always remain a little girl for your mother, irrespective of who you have become in life”
Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, says, “Tanishq has always been synonymous with celebrating beautiful relationships. In all our communication, we have constantly aimed to move beyond boundaries and redefine the progressive Tanishq woman. A Tanishq woman is a woman of today who knows what she wants and makes her own choices, and most importantly, time values relationships.”
The brand seems to have got this right in its current film which comes across as unforced and real, and is already hitting a nostalgic chord with the audience. That its protagonist Deepika Padukone has been in the news for multiple reasons from the ‘My Choice’ video to the recent success of Piku, only helps the ad-film in terms of timing .
The film has currently been released only on digital and will be released on television later this week.
You can watch the ad here: