Home >> Advertising >> Article

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

09-July-2018
Font Size   16
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.


Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

By acquiring 21st Century Fox, Disney will have an immensely powerful content portfolio, adding to an already impressive assemblage which includes Marvel, Pixar and Lucasfilm.

The company’s revenue dropped by 7 per cent at Rs 542.3 crore

With a plethora of books on the marketing and advertising arena being unveiled, the biggest reason this one shines is for the brutal candour with which it is told