MUMBAI – Lowe Lintas Bangalore has released another heartwarming ad for jewellery brand Tanishq. Using the upcoming festive season as the backdrop, the new campaign revolves around the core idea that no gift is small on an auspicious day like Diwali.
In a typical Indian household on Diwali day, a young man walks up to his mother’s room with a tiny golden pendant that he has purchased for her with his first Diwali bonus. As soon as he steps in, he sees that his father has just gifted her a large, beautiful necklace. Seeing the excitement on her face, the boy begins to have second thoughts about his own gift. Hesitantly, he presents the gift to her, and realizes that his gift, however small, was unfounded.
Sharing her thoughts on the insight that was finalized for the new campaign, Deepika Tiwari, GM – Marketing, Tanishq said, “This Diwali promises to be bigger, better and brighter as the customer sentiment is pretty upbeat. However, the customer is viewing it with cautious optimism and hence will spend wisely. Given that purchasing jewellery on Diwali is an auspicious trend, we anticipate customers to be heading to the stores to purchase gold this year. Tanishq endeavors to make this Diwali special for everyone and that’s the thought that is reflected in our new TVC. Tanishq is underlining the emotional/ cultural significance of gifting gold as we believe that, a gift is always priceless, whether it’s small or large.”
Sharing the creative thought-process behind the new campaign, Arun Iyer, NCD, Lowe Lintas + Partners said, “We wanted to tap into the positivity that is prevalent around the festival this year, and weave a beautiful story around gifting gold on Diwali. The story we landed upon had a really simple yet deep emotion. By juxtaposing a little gift bought by a son, next to the large and ornate necklace bought by a husband, we tried to showcase how there is much more to a gift than its size and price. Even more so on a special day like Diwali. We pitched the son as a first jobber who has received his Diwali bonus and has immediately gone and bought something special and memorable for his mother. Here, the size of the gift becomes irrelevant. The thought behind it and the meaning the gift takes is the emotion the film attempts to capture. And we think Abhinay Deo has captured the emotion very well in the execution.”
Building up on Iyer’s thought, Rajesh Ramaswamy, ECD, Lowe Lintas said, “We’re truly delighted with this one. Sometimes even if you have a strong idea the elements do not fall into place. In this case everything worked out quite nicely. We had a brilliant director and the perfect cast that brought alive the story in such a heartfelt manner.”
The campaign would be taking the traditional promotional route spanning television, outdoor, radio, digital etc.
CREDITS:
Agency: Lowe Lintas
Creative:
Arun Iyer – National Creative Director
Rajesh Ramaswamy – Executive Creative Director
Ujjwal Kabra – Unit Creative Director
Rexena Devraj – Unit Creative Director
Adarsh Atal – Creative
Indrasish Mukherjee – Creative
Planning:
Phalgun Tiruvasu – Vice President/Planning
Business:
G V Krishnan – Executive Director, South
Sudhir Rajasekharan – Senior Vice President, Servicing
Bhupender Agarwal – Senior Brand Services Director
Arunava Sen – Senior Brand Services Manager
Vishwanath R – Brand Services Manager
Production House: Ramesh Deo Productions
Director: Abhinay Deo
