Tanishq launches new TVC campaign for Swayahm Collection

Swayahm’s communication campaign showcases actor Deepika Padukone reminiscing about her various milestones, while going through her keepsake box

e4m by exchange4media Staff
Updated: Apr 9, 2019 2:04 PM  | 3 min read
tanishq deepika

Swayahm by Tanishq is the latest collection comprising of gold and studded jewellery covering almost all categories including regional, bridal, Non Bridal, Fashion, Occasion Wear etc. This collection with its wide range of products will give the consumer an advantage of variety and assortment. The collection starts from Rs 10,000.

Swayahm’s communication campaign showcases Deepika Padukone reminiscing about her various milestones, while going through her keepsake box. The old worn out shuttle cock, the cassette and the Tanishq jewellery box jolts some stark memories. Whether it is about doing things for others or reveling in old goofiness, there should also be certain things you gift yourself- like the Tanishq box. The TVC beautifully captures the vitality of reminding oneself that the various small/big moments in life are not only worth cherishing but also worth celebrating.

Deepika Tewari, Associate Vice President – Marketing, Jewellery Division at Titan Company Limited said, “A woman should always set forth to celebrate herself at every stage in her life and this time Tanishq brings in Swayahm collection which resonates with every woman who takes pride in herself. She deserves to celebrate her smallest of achievements and failures too because it is these small moments that make all the difference and make her who she truly is. In the film as well, we have brought in the aspect of reminiscing the past memories which have been a part of her integral growth and thus appreciating her very being.”

Concept behind the film: Often in life we forget to celebrate the smallest of things that have shaped us to become who we are today. An act of self-love goes a long way and it is time we bring to light the positivity of this term. The concept of gifting is no longer a two people job, because who laid down the rule that one couldn’t treat themselves with something they love?

Jewellery has always been stereotypically connected to the idea of special occasions. Especially for a woman it usually has significance with major events in her life; this could be for a festival, birthday, marriage etc. But it is time to break away from this by telling her that now is the moment to focus on Her own aspirations, struggles, achievements, and celebrating herself. As she treasures a little something from her beautiful memories, it is beautiful when she also marks her success by purchasing her favourite jewellery piece. Every woman rightfully deserves this portion of self-love; it’s these small moments that make the difference. And in the commercial is one such woman who has strived against the odds, risen like a phoenix and today fearlessly celebrates herself – Deepika Padukone.

Sagar Kapoor, Chief Creative Officer, Lowe Lintas - Bangalore said, “Like the name itself, Swayahm carries an insightful message. Of celebrating oneself at every juncture of life. Women are so busy appreciating and caring for their loved ones that they seldom remember to love themselves. The jewellery is one such gift she gifts herself.”

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