Ek puraani reet nikalkar jhumko par saaj jaati hai… Tanishq has unveiled a Diwali campaign showcasing its ‘Dharohar’ collection, which is inspired by heirloom artefacts from eras gone by.
The film conceptualised by Lowe Lintas Bengaluru drives home the richness of heritage in a festive setting, in time for the Diwali festivities.
A young woman adorns jewellery clad in a saree. She bears a striking resemblance to an elder in the family, whose portrait she looks at. A mother makes diyas with her young son, passing on the tradition. An older woman makes her granddaughter’s hair and gifts her a silver box from the heirloom. A couple relish a sweet dish that was possible to make because of the recipe being passed down through generations. Set to a poetic narrative and a traditional and celebratory background score, the film offers enough scope for the brand to showcase its collection while celebrating tradition.
The brand signs off inviting viewers to bring home a piece of heritage, pitching its collection Dharohar as ‘Modern Heirlooms’.
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