Keeping the emotional tone intact, Tanishq has released a new ad film for Diwali, featuring actress Deepika Padukone and her parents - Ujjala and Prakash Padukone. The ad conceptualised by Lowe Lintas, tells the story of why Diwali is best spent when you are with your family. The brand had earlier used Deepika and her mother in another creative to showcase the emotional bonding between the mother-daughter duos.
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Sharing his insight behind the new film, Rajesh Ramaswamy, ECD, Lowe, said “Rituals and traditions during festivals are the ones that give us real joy. If they don’t happen in the same manner, it doesn’t seem like you have celebrated Diwali. We operated with this insight, that these things need no reinvention because we all love it the same old way. And yes, Deepika and her family captured this emotion in such a beautiful manner.”
It is an emotional story, about how any ideal Diwali day will be at any of our homes. The narration has been kept simple to drive home the point that festivals are best spent, when your family is by your side.Deepika remembers that years go by, but some things never change. The film starts with the actress narrating that like every Diwali day, she gets up in the morning and starts cleaning the house, her mother makes all the sweets by herself, while her dad shows his Picasso skills in the form of the making the Rangoli for their house every year. They spend time in doing small things together, like packing gifts for other family members and friends. In the end, like always, she opens the almirah, exactly knowing the place, where her father will keep her Diwali present. It is a story which reminds everyone that, few things take place in the old, usual way, but we simply love the way it is!
Saurabh Dasgupta, Executive Creative Director, Innocean Worldwide elaborated, “It is a very beautiful story and is the highest form of evolution of what a brand can do to make a place in the behaviour landscape of the customers. Gifting will now become synonymous with Tanishq.The campaign has worked on nice insights by making the brand be a part of the list of customs associated with festivals. The story is simple and it useseveryday slices of situations from our lives.”
In the month of May, Tanishq launched their campaign which narrated the emotional bond of the mother-daughter pair.The ad touched 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.
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