Onam festivities turn to gold with Tanishq’s latest ad film

The latest ad film by the brand depicts the joy behind the traditional harvest festival of Kerala

e4m by exchange4media Staff
Updated: Aug 26, 2017 9:09 AM

The biggest and most prominent festival of Kerala is around the corner as Malayalis across the country gear up for the much-awaited Onam festival. Onam festivities are celebrated with great enthusiasm between August and September as the festival marks the homecoming of the legendary King Mahabali who ruled Kerala to the best of its times during his reign.

Synonymous to its deep-rooted traditions and culture, Onam brings families together for an auspicious time during the ten-day long festival. From special pujas offered in the temples to the traditional OnamSadhya and spectacular carnival of elephants, Onam is the most revered ancient festival in ‘Gods Own Country’.

Tanishq’s latest film for their Onam collection, Samriddhi,sets a perfect example of the family preparations and emotions that tie back to the festival held every year.

The film depicts amiddle-aged married couple as they prepare for Onam celebrations. As the wife seems hassled through the preparations, she asks her husband if he has completed his designated tasks for the day. The husband tells her that he has added something new to his task list with a beautiful Tanishq gold necklace as a gift for Onam.

Through the film, Tanishq depictsthe emotions in a relationship with the essence of gifting jewellery during an auspicious occasion.

Speaking about the film, DeepikaTewari, Associate Vice President – Marketing, Jewellery Division, Titan Company, says, “On the occasion of Onam, people purchase new clothes, jewellery, gifts, decorations, food preparations and much more to celebrate the festival. With the Samriddhi Collection by Tanishq, Keralites can start a new tradition to buy unique jewellery from Tanishq for this auspicious occasion. Whether it’s a festival or any special occasion, Tanishq has something to offer each of its customers while aiming to build a strong bond and a deep connection.”

Hari Krishnan, President, Lowe Lintassaid, “Kerala is an important market for jewellery and Keralites are extremely discerning consumers. Onam is a festival that’s proudly celebrated by all of Kerala and it’s a time when most families have a hectic social life. In this context, we wanted to capture how Tanishq can play a role in strengthening relationships. Our team’s understanding of the Malayalimindset has helped in capturing the small nuances in a relationship beautifully.”

Rajesh Ramaswamy, Executive Director, Lowe Lintas adds, “While this is a classic Tanishq film, it’s very different from the others because it’s for the Malayalis. There’s a feeling of casual cheekiness about the Keralites that they acknowledge and are proud of. We wanted to capture that along with the love, of course. And we’re quite happy with the outcome. This is definitely something the people of Kerala can identify with.”


Client Credits:

SandeepKulhalli – Senior Vice President – Retail and Marketing

DeepikaTewari, General Manager- Marketing

GauravMidha, Manager - Marketing


Lowe Lintas, Bangalore



Rajesh Ramaswamy



Romel Joseph

Sunit Joseph


Account Management:

Hari Krishnan





Production House

Trend Ad Films


VK Prakash

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