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Tanishq: Balancing traditionalism and modernism via the classic route

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Tanishq: Balancing traditionalism and modernism via the classic route

Tanishq’s aim to set ‘new tales of tradition’ has had the company associate itself with movies like ‘Paheli’ in the past. Continuing its strategy of establishing a traditional image, Tanishq recently introduced the ‘Tanishq Star Dopahar Contest’ in conjunction with STAR Plus. Viewers of the afternoon STAR Plus serials could win exclusive Tanishq jewellery by answering four simple questions. The questions were asked in connection with the STAR Plus afternoon soaps ‘Kesar’, ‘Kumkum’, ‘Bhabhi’ and ‘Saarthi’ and 26 randomly selected contestants were given a gift voucher of Rs 50,000 that they could redeem at any Tanishq jewellery outlet.

Aanchal Jain, Marketing Manager, Tanishq, said, “The four key protagonists in STAR Dopahar programmes, i.e., Kumkum, Saroj, Bhabhi and Kesar are today’s women of substance. These women are confident, sensitive and stand for responsibility, dreams, truth and self-respect. While these women are set in traditional context, they have their own individuality and modern outlook. Through this association, Tanishq aims to represent the spirit of these young women who are inspiring millions of Indian women today.”

Commenting on the future plans of Tanishq being actively involved in such associations, Jain said, “Tanishq is planning more such associations with other channels, cinema and media, and plans are on the drawing board right now.”

Pushing Tanishq’s traditional image further is Tanishq’s new black and white TVC that features a couple dancing to one of Hindi cinema’s classic songs ‘Piya Tohse Naina Laage Re’. Think Pot, a production house, and Lowe have made this latest film.

Said Jain, “The new TVC carries forward Tanishq legacy of revitalising Indian tradition. Tanishq creates classics, which have evergreen appeal. Viewers are pleasantly surprised and are transported to the good old times with the look, feel and music of the film. The song is of particular significance, as it is sung for a woman who beautifully portrays shyness and assertiveness when expressing her affections.”

The new ad will be primarily driven by TV and supported by print and outdoor.

Jain further said that that Tanishq had lined up TVCs that would tell interesting stories by showcasing progressive Indian women who represented new tales of tradition. “The ads will be set in a traditional context, but styled in a contemporary manner,” she added.


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