Tanishq significantly increased number of digital assets this year: Deepika Tewari

Deepika Sabharwal Tewari, Associate Vice President, Marketing, Jewellery Division, Titan Company Limited, speaks about how Tanishq is trying to own the festival of Diwali

e4m by Misbaah Mansuri
Updated: Oct 30, 2018 8:41 AM

Since the past few years jewellery brand Tanishq has been at the forefront of Diwali ad campaigns as it makes sure that its communication, especially at this time of the year, is on-point, connects with the audience and urges them to buy gorgeous jewellery. Being one of the biggest festive spenders in the space, the brand this year has introduced - Utsava – a jewellery range that showcases the rich culture and beauty of India. Highlighting the thought behind the collection, Tanishq also launched a film that shows the different and unique cultures of the country. Deepika Sabharwal Tewari, Associate Vice President, Marketing, Jewellery Division at Titan Company Limited, shared with exchange4media the brand's game-plan to own the festival of Diwali this year with its marketing and communication.

Owning it

Tewari remarked that this year, the brand wants to go all buzzy with communicating Tanishq’s credentials as the destination for Diwali. “Diwali means gold and gold means Tanishq. Celebrating 'Tanishq Waali Diwali' with the auspiciousness and inclusivity are the two main triggers around the brand communication,” said Tewari

She stated that the brand’s target audience is fragmented and so it tries to reach each and every customer through the 360-degree marketing plan. “We have always made sure that we stay at the top through our products, services, and marketing communications. Our marketing strategy has always been a backbone for the festive season. We ensure that we reach each and every customer through our 360-degree marketing plan."

Tewari revealed that one of the key strategies for this year's Diwali would be to ride on digital boom along with TV and print. “We have significantly increased the number of assets for digital this year. And we are leveraging tools like geo-targeting and flexibility to showcase a lot of products in digital, and we are expecting these to give us an edge to strengthen our brand proposition,” she stated.

“With the positive sentiments for this year's Diwali, we have planned adequate spends,” she shared, without divulging the figures.

Striking creative gold

The brand has done some memorable ad campaigns for Diwali. From Jaya and Amitabh Bachchan, Rajkumar Rao and Deepika Padukone and family, Tanishq over time had rolled out commercials capturing the joy of families and friends as they gift each other Tanishq jewelry during the festival. Apart from these, the brand at times has also been experimental with its communication. Be it the ad which makes a conversation about a second marriage or celebrating the beautiful relationship that exists between two sisters on Rakshabandhan, the brand’s communication has been everything fresh, bold and sparkly.

This year’s communication drives home the message that no matter which state people are from and the language they speak, everyone comes together to celebrate the wonderful festival of Diwali. The festival is all about the beauty of lights, gifting and the auspiciousness of buying gold, which is exactly what the film shows. Whether a morning puja in the South Indian household or a teen patti party amongst friends in the North, Tanishq is here to celebrate with everyone in all forms and styles.

The film shows loved ones gifting each other a piece of Tanishq jewellery – a husband and his wife, two friends, a mother and a daughter – all equally showcasing their love towards one another and celebrating ‘Tanishq Waali Diwali.’

Hari Krishnan, President (South), Lowe Lintas, shared that the creative strategy was actually about displaying the ethnicities and capturing the spirit of the festival. “Whether it’s rising oil prices or falling rupee, nothing can dampen the spirit of Diwali. ‘Dilwalon ki Diwali’ is a celebration of India’s unbridled festive spirit and a tribute from Tanishq,” he said.

Krishnan signaled that since Tanishq is a big part of all these festivities, it was about showing people from different regions of India and different backgrounds, celebrating Diwali in their own special and auspicious way. “We wanted people to celebrate the biggest festival of our country with their near and dear ones with full enthusiasm and with all their hearts,” he explained.

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