Tanishq recently launched their signature campaign Dua Ka Sona. This second-leg of the campaign from the Tata group company, focuses on the good it did for its behind-the-scenes heroes of the jewelry industry, its very own Karigars!
In an emotional film, the brand very beautifully, portrayed how they took great care of their Karigar families; along with supporting the COVID warriors and fellow brethren which included, the elderly, migrant workers and the frontline workers.
“Mushkil Inn ghadiyon mein…Tanishq Bhi apno ka haath thaa me huye hain!” clearly delivered the brand’s messaging which was, in my understanding, to bring to light the spirit and goodness of Tanishq and how every little act of support and kindness is a blessing earned – hence Dua ka Sona!
In case you haven’t seen the film, the link has been embedded at the bottom of this story!
In an exclusive conversation with Medianews4u, Ranjani Krishnaswamy, General Manager – Marketing, Jewellery Division, Titan Company Limited shared insights on the campaign and much more.
With the immense experience that you bring to Tanishq with over 17 years of brand building across some marque brands; tell us about your journey at Tanishq and how challenging or exciting has it been to lead, build and represent a brand like Tanishq?
As a marketeer, you share very symbiotic relationships with the brands you work on. The brand and its philosophy shapes your thinking and convictions and you in turn profitably shape mould and add to the brand equity and the love that it shares with its consumers.
Tanishq is a very special brand; its progressive point of view adds immense pride to the brand owner. It has been a very exciting journey to on-board myself on the brand and articulate a clear vision for the brand for the next 5 years; and COVID-19 has only added to the adventure, it is what one could call baptism by fire.
The strong equity and the consumer confidence that Tanishq enjoys, has helped us be fitter, faster, stronger in our responses to the needs of the consumer. Be it digitising our shopping experience with a host of options to minimise contact, executing gold standard of safety at stores, adapting our Go to Market strategy to current consumer expectations from jewelry, and overlaying everything with real acts of empathy towards the larger ecosystem with Dua Ka Sona.
‘Progressive point of view adds immense pride to the brand owner’… so well-articulated! While every business has had to transform and evolve itself in these times of crises, in our previous conversation we were informed about the contactless shopping experience for customers. Taking the conversation forward, tell us about the measures taken to continue the business from behind-the-scenes with the karigars and the entire value chain that craft the dua ka sona jewellery that Indians use for generations together.
As part of the Tata Group, the very fabric of goodness is ingrained in our ethos and tough times like these have only urged us to do more. ‘Dua Ka Sona’ is an initiative that puts the spotlight on the Karigars and the community at large in the backdrop of the pandemic.
We truly believe every little act of support and kindness is a blessing earned. We recognize and understand the needs, especially those of Karigars and the community at large who are the backbone of the gems and jewellery industry and create beautiful pieces of jewellery. It is only when our people – our Karigars thrive, we will thrive as a business.
‘Dua’ well-received from migrants and karigars!
Tanishq continues to walk the complete mile to help more than 20,000 families in every way possible, big or small. From supplying essentials and medicines to the elderly, from providing food to over 15000 karigars and migrants to arranging special financial aid, from virtual up-skilling and vocational training to enable Karigars to further enhance their skill sets and strict adherence to sanitize and follow safety norms is all a part of the deeper Karigar connect program.
Tanishq as a brand has been instrumental in boosting the morale of Karigars by instilling a sense of confidence in them, conducting training sessions to enhance their skills along with generating ideas from karigars on quality improvements and encourage them to create designs of their own. All these initiatives helped the valuable karigars and the entire value chain involved behind crafting Dua Ka Sona in standing together in these trying times.
Wow! Extending support to Karigar families has come from the goodness ingrained in the Tata group. I feel the Dua Ka Sona campaign hits the bulls-eye! Take us through the entire journey from ideation to conceptualizing of the campaign and since what is that one factor that makes it sharable for netizens?
At Tanishq, we believe in and are committed to the cause of contributing to and building a better society in every way possible. We’re not just a business which sells jewellery but an organization which values the craft and the craftsman equally. The current pandemic has brought alive the need to nourish and strengthen the feeling of solidarity and the bond with all the people in our ecosystem. With our constant endeavor to give back to the society, the brand has taken sincere and proactive steps to uplift and support the lives of Karigars and help them deal with the effects of current pandemic.
Jewellery sits at the heart of all celebrations in India and gold has always been synonymous to passing down blessings and love to our beloved ones. Our new campaign resonates with the same thought and upholds the spirit of fraternity and the undeniable call of empathy in the wake of this pandemic. While conceptualizing this campaign as well, we wanted to bring alive the concept of blessed gold, which we fondly call ‘Dua Ka Sona’.
If we were to mention one point that makes this campaign sharable for netizens it has to be ‘Empathy’; the act of kindness and the blessings stemming from it. We are also running a User Generated Content leg of the campaign which echoes the same thought. Within the campaign we are encouraging everyone to express their gratitude towards people who helped them tide over this lockdown.
Absolutely, Jewellery sits at the heart of all celebrations in India… and how its aspirational makes it even more special for us Indians… coming to one important questions, which is the pitch given to the agency… what was that like?
Dua Ka Sona as a property was introduced last year. After its resounding success, we wanted to bring alive the spirit of blessed Gold and empathy in our Dua Ka Sona 2.0 campaign in the context of this pandemic.
We felt that it was our moral responsibility to stand beside our fellow brethren and help them tackle the crisis and impact of the lockdown. Hence, the pitch shared was to showcase Tanishq as an Iconic brand which has a deeper purpose to exist. The role of advertising was to build a warm, humane and emotional dialogue with consumers, inviting them to participate in building the lives of larger community of Karigars, artisans while all of us rebuild our own.
While, this campaign Dua ka Sona is the second campaign… Dua ka Sona 2.0! How does this campaign differ from the previous one?
The campaign, Dua Ka Sona under a larger umbrella brings to light the ethical, responsible and sustainable business practices employed by the brand since its inception. Through Dua Ka Sona 2.0, we have attempted to showcase how our efforts during this pandemic translated into blessings.The integral essence of both the campaigns is the same highlighting the Goodness and wholesomeness of the brand.
This campaign takes the conversation from the crafts to the craftsmen in the wake of the current crisis and how the pandemic has instilled a sense of responsibility, empathy and mindfulness amongst people. The key difference from the previous Dua Ka Sona campaign is that this time around we wanted to initiate participative, inclusive conversations with customers.
And finally what are your expectations from the campaign?
Tanishq strongly believes that empathy and support during tough times brings people closer and imbibes a sense of confidence and trust in them to overcome these trying times. The campaign, ‘Dua Ka Sona’ is all about bringing to light Tanishq’s spirit of giving and standing by its fraternity in these challenging times. It would help us in reaching out with a message to consumers on how this “blessed gold” enables them to be an integral part of this journey of goodness by way of their continued patronage. Humanity is need of the hour and we hope this campaign will urge people to help those in need in whatever way they can.