Mumbai: An auspicious occasion like Diwali draws the attention of several brands in building a strong connect with its customers. Like other big brands that do their bit, every year Tanishq too works towards making Diwali a little bit more special. This year, it decided to celebrate the concept of “shubh shuruat”, or auspicious beginnings, by taking inspiration from India’s revered physical auspices – temples.
To promote its new offering Shubam Collections, Tanishq has launched a high-decibel integrated campaign with heavy emphasis on Print & Outdoor. Apart from its push on the traditional medium of television, Tanishq has tapped several cities to execute the Print & Outdoor activity across India.
Commenting on the initiative, Deepika Tewari- General Manager, Marketing, Tanishq said, “Tanishq always looks forward to Diwali because it’s the biggest time for our customers. Gold is an extremely integral part of Diwali and, with the Shubham collection, Tanishq aims at owning the Diwali space. The collection, inspired by some beautiful temples across India, has been especially crafted for those who love tradition and look for beautiful, contemporary designs. The new campaign by Lowe Lintas brings alive the traditions associated with the festival, as well as the inspiration; and we hope that everyone has a very ‘Tanishqwali Diwali’ this year.”
The look of the print campaign is comprised of all things auspicious. The colour palette consists of traditional haldi, the earthy profundity of mehendi green, and the felicitous red of kumkum. The set reflects the aura of the temples that inspired the collection; while the characteristic Diwali diyas that pepper the set magnify the beauty of the jewellery as it shines gloriously in their light. Add to this breathtaking ambience, a stunning Deepika Padukone, dressed in contemporary ethnic; her poise and royal air make the campaign unforgettably divine.
Added Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore, “The shots are absolutely beautiful. We just wanted to bring out the essence of the jewellery and the idea of auspiciousness; Tarun, Maddy, and the rest have done a fantastic job of it. The art team came up with brilliant imagery to represent the traditional inspiration of the collection, with a contemporary touch.”
The Outdoor & Print leg of the campaigns comprises over 300 hoardings in 25 cities and over 500 insertions nation-wide. Also, the video film which has also been conceptualized by Lowe Lintas Bangalore, is being widely viewed on social channels and also on popular channels on television.