Campaign India Team
Nov 4, 2013

Tanishq prompts reaction in India with jewellery ad featuring remarriage

INDIA - Jewellery brand Tanishq has garnered strong responses in India for an advertisement that portrays a non-traditional marriage in a positive light and features a lead character with a dark complexion.

The TVC uses the premise of remarriage as the backdrop for the brand's contemporary range of wedding jewellery. With the film, the brand is targeting young women who are looking for differentiated designs. The TVC, created by Lowe Lintas, debuted on 25 October.

On the creative brief, Arun Iyer, NCD, Lowe Lintas and Partners, said, “The creative brief was that we wanted to highlight the new-age wedding collection from Tanishq. The TVC also brings to light the design differentiation of the collection. Keeping the collection in mind the story also had to be different and new age. We realised that remarriage is a nice, new and bold topic that is getting spoken about much more than earlier. We realised that a lot of conversations were taking place around this topic. And to pick a topic like this is a progressive thing for a brand to do. So thus, Tanishq has made a nice, new and progressive statement.”

The creators consciously decided to make the wedding not appear lavish. "The aesthetics were intentionally kept simple," Iyer said. "The TVC revolves around a woman who is about to get married but it is visible that she has something on her mind. She is shown interacting with a young girl but the relationship between the two is kept as a mystery. It is during the ceremony that it is revealed that the young girl is the woman’s daughter and that it’s her second marriage. The TVC also makes a statement on how the father [sic] accepts the girl into his life with grace.”

The ad has sparked media coverage, as well as social-media reaction including this tweet by Parliament member Naveen Jindal:




Client: Tanishq
Creative agency: Lowe Lintas and Partners
Creative: Arun Iyer, Rajesh Ramaswamy, Ujjwal Kabra, Rexena Devraj,  Indrasish Mukherjee,  Adarsh Atal
Business: G.V. Krishnan, Sudhir Rajasekharan, Pritish Wesley, Manjusha Dhavan,  Aditi Prabhakar
Planning: Phalgun Tiruvasu Abigail Dias.
Production: Lintas Productions
Director: Gauri Shinde

This article was originally posted on Campaign India.

Campaign India

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