Tanishq Zuhur TVC: Message in a box


The social occasions in a woman’s life have evolved from just traditional functions and family get-together to include girls’ nights and brunches with friends. And women love to be at their sparkling best at those occasions. Tanishq keeps that in mind in its TVC on its diamond jewellery collection, Zuhur. The tagline, “Beautiful diamonds for beautiful occasions”, which appears at the end along with a voiceover, “Aisi khoobsurat shaamon ko sajaane ke liye, Zuhur by Tanishq,” tries to make the collection inseparable from such the occasion. The commercial has been conceptualised by Lowe Lintas.
    

The TVC features three women at a restaurant enjoying their eight-year reunion. After a live performance by a Rajasthani singer, when one of the women gets up to leave, the other two refuse to let her go. They break into impromptu rendition of Nusrat Fateh Ali Khan’s classic, “Sanu ek pal chain na aave”. The Rajasthani musical troupe, who are packing up at that time, pick up the cue and take over. The song, the music and playfulness of the three women make it a memorable evening. While framing the narrative, the camera doesn’t forget to capture glimpses of the jewellery the women are wearing.   
  

 “Such special occasions encourage a woman to bring out the best not only in herself, but also her friends, as they look their finest,” said Deepika Tewari, general manager, marketing, Jewellery Division, Titan Company Limited. “We have tried to celebrate one such occasion in a very playful manner, and this sentiment resonates with our latest offering, Zuhur.”
  

Rajesh Ramaswamy, ECD, Lowe, added, “We got to explore a new relationship and a new occasion with this. A reunion of three close friends is all about the camaraderie they share. Of course, the highlight is a classic from Nusrat Fateh Ali Khan, which in such a context provides a very different mood.”

Previous The Retail Jeweller Education



Shailesh Sangani MD, Priority Jewels, Mumbai, Maharashtra
More...
Destination Store VS Multiple Stores
More...
No Loyalty in Gated Retail
More...
Tanishq Zuhur TVC: Message in a box
More...