Jewelry brand spans Indian cultures

Tanishq "Wedding Film" by Lowe Lintas Bengaluru.
Tanishq "Wedding Film" by Lowe Lintas Bengaluru.

Tanishq's campaign takes aim at India's October-December wedding season, showcasing region-specific collections

MUMBAI — India is a country of many cultures, and Tanishq has rolled out a new campaign in which it positions itself as the jewelry destination for all of them.

The film, conceptualized by Lowe Lintas, shows a Punjabi family visiting a Tanishq showroom to select wedding jewelry for their daughter. The Tanishq salesman asks them what kind of jewelry they would like to see — Tamilian, Bengali, Marathi — and the mother replies, "Punjabi." Just as the bride-to-be picks a wedding set, her grandmother notices a South Indian bride trying on jewelry. The old lady is mesmerized by that girl's jewelry. When the bride-to-be asks her grandmother how she looks, the grandmother asks her not to get married.

Since it’s a love marriage, not arranged, the grandmother says, she should pick a South Indian boy and have a wedding with both types of jewelry. The bride-to-be laughingly tells her grandmother that she still has time to convince her younger sister.

Deepika Tiwari, GM of marketing with Tanishq said, "Being India’s leading jewelry brand, Tanishq is the preferred jeweler for many Indian families. The wedding season is the single largest jewelry-buying occasion for most Indian families, across all cultures and communities.

"In our latest campaign, we wanted to showcase our region-specific collections. In true Tanishq style, we have done it by using a progressive grandmother as the protagonist to deliver this message. As a brand, we continue to be present across the length and breadth of India, winning the hearts of many."

Arun Iyer, national creative director, Lowe Lintas + Partners, added, "When people usually visit jewelry stores, there’s a pre-conceived notion they have about the origins of the jewelry, with the North Indian make being a top-of-mind recall on most occasions. The campaign showcases other options – from various regional settings — that are available for people to choose from and how Tanishq is a one-stop shop for jewelry shopping for any community."

Campaign Credits

Client: Tanishq
Agency: Lowe Lintas Bengaluru
National creative director: Arun Iyer
Executive creative director: Rajesh Ramaswamy
Unit creative director: Ujjwal Kabra
Creative team: Adarsh Atal, Indrasish Mukherjee and Devika Srivastav
Vice-president, Bengaluru: Phalgun Tiruvasu

Executive director, South: G.V. Krishnan
SVP: Sudhir Rajasekharan
Senior brand services director: Bhupender Agarwal
Brand services director: Arunabho Sen
Brand services manager: Vishwanath R

This article first appeared on

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