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Tanishq’s new Lavanyam campaign explores South Indian culture and traditions

09-July-2018
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Tanishq’s new Lavanyam campaign explores South Indian culture and traditions

Tanishq, the popular Indian jewellery brand, today wants to celebrate its roots. A brand which is India’s leading jewellery brand is stemmed from the south of India. As a tribute, the Lavanyam collection was brought to light celebrating the exquisite designs exclusive to the South of India. Lavanyam means “Beauty” in Kannada, Telugu, Tamil, as well as in Malayalam; and as the name suggests, the collection rightfully stands in a beautiful display of the South Indian exclusivity.



The film released on this occasion is a beautiful tour into a typical domestic South Indian household. Accompanied by a Tamil narration and a hint of Carnatic music, in the background, the video makes us walk into the wedding arrangements of a south Indian family wherein the women of the house are engrossed in embellishing themselves with the South Indian heritage jewellery.

Women dressed in beautifully woven silk sarees, with jasmine garlands pinned to their hair, the Karaikudi tiles, the Kolam Rangoli, playful decorations of the banana leaves and marigold flowers; makes one feel present right at the heart of south India. These beautiful traditional elements and cultural nuances featured in the video are a successful attempt by Tanishq to showcase how well they understand South India and its unique customs.



The stunning pieces of ornaments displayed in the video are fine 22 carat gold jewellery inspired from the architecture, culture and traditions of South India. The communication incorporated is artistically aligned to touch the hearts of South India.

Speaking about this film, Deepika Tewari, AVP – Marketing, Tanishq said, “Tanishq, with each collection strives to be the National local brand of India. Again with this new stunning collection, we hope to be serving our south Indian customers better for occasion of any kind. In this film, we have attempted to capture the South Indian essence, beauty, innocence and divinity. We, at Tanishq want to celebrate the rich heritage of the culture and hence have attempted to showcase the best of South in its utmost simplicity by substantially minimising any foreign alterations. The film delightfully unveils the artistic aspect of the south culture highlighting the beautiful sense of south Indian culture.”

The film is now live to be shared on social media and streaming platforms.


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