Tag line: The Wedding Jeweler

Client: Tanishq

Creative Agency: Lowe Lintas

Creative Team: NA

Duration: 60 secs

Year: 2010

Story: In India, it is during marriages that people buy jewellery for the bride or for gifting. So, the whole idea behind the campaign is to associate brand Tanishq with marriages. The new campaign for Tanishq’s wedding jewellery shows a father asking his daughter to consider a match. The daughter isn’t interested– that is, till she follows her mother into a Tanishq store and tries out some wedding jewellery.

Idea & Execution: To start with, there’s an idea. And unlike most of its competition, the idea is not a “Let’s use a celebrity”. This film is a great example of the fact that if you start from a lovely insight in the first place and then build on it, you can be pretty sure that it will touch people. And then, of course, it has been handled with a lot of maturity. It’s beautifully scripted. The screenplay is measured and precise. The cast has been carefully chosen and very honestly directed. And the music bathes the moments in the film and doesn’t just sit behind it. (*****)

Emotional Appeal: I loved the ad for its simplistic and realistic portrayal. The casting is very sweet too with Arundhati Nag as the smart I-know-what-can-get-her-to-say-yes mother stands out. And instead of nagging her, she chose a very novel technique to convince her to enter into wedlock. I like this ad for its non-randomness in demonstrating benefits and creating an aspirational value. The staged transformation from a look with no jewellery to one that enhances her looks with every ornament is what comes through as most convincing. Charmed! You might wonder is it jewellery that gets a girl to consider a proposal, I think it’s the promise of that special moment, a moment where she is the bestest. (****)

Freshness: What makes this piece stand apart from other rivals? The idea. It has a soul. Most jewellery adverts I have seen get carried away by the look, feel, the glamour and, of course, Bollywood actresses. Think about the Asmi’s; the Nakshatra’s; the Gitanjali’s; the Gili’s; etc. You don’t even remember in which commercial Sush, Aish, Kat, or Bips starred. It was all about looking as stunning as the star on screen and never about ‘you’ or how ‘you looked’. I don’t remember all the ads currently but most of them never went into the persona of the woman, as this ad did. (*****)

Verdict: It is really tough for a woman to say no to accessories (here jewels) that make her look/feel good! And the makers of this ad have used this idea to market their product effectively. What a beautiful break from the regular, ridiculous jeweller adverts! Also, there was a sense of conspicuousness about the theme of a neo- woman whose family guide them for their personal decisions but give them her own space to decide. This is the first entry to our category of ‘Amazing ads‘.