With the festive season knocking the door, Tanishq has launched a new campaign luring Indian consumers to give the gift of gold this festive season to their loved ones. The Tanishq Diwali campaign jingle focusses on couples primarily and at all instances the husband giving his wife the gift of gold. This song with hook Sajna-Sajni is catchy. The ad also showcases characters across ages. This includes a young girl delighted with her necklace with her mother and a teenager dressed in ethnics with her friends.
Earlier, Tanishq has also roped in Deepika Padukone as their brand ambassador. However, surprisingly they have not used her in this campaign. The current TVC touches various segments of Indian society – Punjabi, South India etc- and across different age segments thereby catering to the common man of India
The sentiments high with the festive season, Diwali anyways contributes the biggest chunk of sales through the year. However, with increasing competition of deep pocketed players, its time that Tanishq has once again decided go all guns – be it product range, product pricing or the associated campaign. Relatively newer players like Kalyan Jewellers, Khazana Jewellery have been aggressive on advertising throughout the year.
Deepika Tewari, GM – marketing, jewellery division, Titan Company, said, “For Tanishq, Diwali is that time of year that everyone looks forward to. This festival is marked by beautiful traditions and the purchase of gold jewellery is an integral part of those traditions. Families and friends come together to partake in the festivities, and special celebratory moments are innumerable. In our latest film, we have captured these moments and the joy of going all out to celebrate.” Hari Krishnan, president, Lowe Lintas, said, “Everything under the sun is bought during Diwali and there’s a huge fight for the share of wallet, by products across different categories. We wanted to bring back the relevance of gold over everything else in a Diwali celebration and highlight the sheer joy and emotions of gifting.”