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INDIA – October 29, 2013 – Indian weddings may be heavily veiled in tradition, but the latest Tanishq campaign by Lowe Lintas shows that even the most conventional events have room for something new.
In the TVC, a bride is shown getting ready for her wedding. A little girl walks up to her and they share a tender moment. Together, they walk to the mandap, where the wedding takes place. The little girl sits next to an elderly couple as the ceremony begins. She expresses her wish to join the ceremonies, eventually calling out to the bride.
"Mama," she says, "I also want to go round and round." The bride shushes her gently, but the groom, seeing how the girl wants so badly to join in, calls out to her, carries her, and together, the three of them complete the ceremony.
According to Lowe, the ad is a way of positioning Tanishq as the "differentiated wedding jeweller."
"Even if their customers buy the bulk of their wedding jewellery from a competitor, they want them to buy the brides main piece from Tanishq," Lowe said.
"Tanishq has very new-age contemporary wedding jewellery, a fitting evolution of wedding jewellery just like todays new-age weddings in which re-marriage is a growing phenomenon and no longer looked down upon," Lowe explained.
Team Credits:
- Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj, Indrasish Mukherjee & Adarsh Atal.
- Business: Sudhir Rajasekharan, Pritish Wesley, Manjusha Dhavan & Aditi Prabhakar.
- Planning: Phalgun Tiruvasu & Abigail Dias.
- Production: Lintas Productions
- Director: Gauri Shinde
- Spokes people: Arun Iyer, Gauri Shinde
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