Gifting looks easy in new campaign from Lowe Lintas India for Tanishq’s new season collection

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Screengrab.jpgLowe Lintas Bangalore has created a new campaign for India’s popular jewellery brand Tanishq. Using the upcoming festive season as the backdrop, this campaign revolves around the core idea that no gift is small on an auspicious day like Diwali.

A Diwali bonus is what most of working India gets from their employers. People largely spend this money on buying clothes, household appliances, paint their homes or buy something new for themselves and the family. Gold is something that is precious and buying and gifting of gold jewellery is also considered auspicious, thereby making it one of the most important Diwali purchases.

 

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.”

 

The new campaign is set in a typical Indian household on Diwali day. A 25-year-old boy walks up to his mother’s room with a tiny golden pendant that he has purchased. He has bought it for his mother with his first Diwali bonus. But 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. For a moment, he doubts whether his mother will even like the tiny pendant he has bought, sensing how happy she is on receiving a large ornamental piece. He somehow musters up the courage and presents the gift to his mother that has been bought with his Diwali bonus. Taken aback, she walks up to him slowly and looks closely at the pendant. Without holding back her emotions, she wishes her son a ‘Happy Diwali.’ He too rejoices with the feedback, and realizes that his doubt about his gift was unfounded. For his mother, the little pendant was the biggest and most precious gift that she could receive – a fact that is evident on her face when she tries it on.

 

Arun Iyer, National Creative Director, Lowe Lintas + Partners.jpgSharing the creative thought-process behind the new campaign, Arun Iyer, NCD, Lowe Lintas + Partners (left) 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 Arun’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.”

 

Credits – Arun Iyer – National Creative Director. Rajesh Ramaswamy – Executive Creative Director. Ujjwal Kabra, Rexena Devraj – Unit Creative Director. Adarsh Atal, Indrasish Mukherjee – Creative. Phalgun Tiruvasu – Vice President/Planning. 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.