ASIA-PACIFIC – INDIA, AUGUST 2011 – Lowe Lintas India’s latest campaign for jewellery brand Tanishq has a dad puzzled over his daughter’s investment. After the diamonds campaign with Amitabh and Jaya Bachchan, the new Tanishq campaign is based on the idea of “Father not in debt”.
The objective of the campaign was to get more enrollments into Golden Harvest Scheme (GHS) in which a monthly deposit enables the easy purchase of jewellery. Tanishq adds a special bonus and in the end of the scheme enrollees can buy more jewellery than they paid for.
Even GHS has done well there was a need to drive in more enrollments and for that the medium of TV was chosen, targeting daughters of marriageable age who are constantly seeing their parents and more importantly fathers going through financial pain to get her married off. Daughters today are smart and they have started investing for their wedding and not having to be a burden to their fathers..
In the film, a father is trying hard to find out why his daughter has been investing in gold in secrecy and his wife convinces him about how smart the daughter is because she is investing in a smart safe and sensible scheme.
CREDITS:
Advertising Agency: Lowe Lintas India
Creative: R.Balki, Arun Iyer, Rajesh Ramaswamy, Adarsh Atal
Business : GV Krishnan, Sudhir Rajasekharan, Arunavo Sen
Planning: Vikram Satyanath
Production House: Tubelight Films
Director: Prashant Issar
