Wedding Jewellery TVC - Tanishq

Presently, advertising in the jewellery segment is either celebrity-driven or direct in approach, showing a model decked up in jewellery, or portraying something abstract. Am not very sure about the North Indian jewellery ads, but those TVC’s in the South are really atrocious. Women clad in jewellery from head to toe dancing around the store or a husband gifting something to his wife, are some of the typical ones.

The one I saw lately was very impressive and completely different from the rest. The TVC tells the tale of a mother, who uses Tanishq's range of wedding jewellery to persuade her daughter to see herself as a bride; which consequently, makes the daughter open up to a marriage proposal. This concept is handled in a very neat and subtle way. It showcases an educated, independent and modern woman of the day who is in the verge of making a decision in life. The TVC showcases a family (daughter, father & mother) travelling in a car as the father begins discussing a wedding proposal for his daughter. The girl at once shows her disinterest towards marriage. So the intelligent mother decides to stop at the Tanishq store and begins to select some jewellery. The daughter, who walks in as well, is adorned with wedding jewellery and begins to fall in love with herself dressed as a bride.

At the store, as the girl seems to like the ornaments the mother interrupts and says “oh is this wedding jewellery? We are not interested” (to the shop keeper). Soon they return to the car and few seconds later, the girl enquires about the proposal with her father. Finally, the mother sends a sms to the father who is seated in front beside the daughter who is the driver. “It’s been 25 yrs and you still don’t understand your daughter/ women’s mind”.

A lot of care has been taken in the making of this commercial that this TVC has a North version and a South Indian version. Both versions have the same storyline and protagonists; but the jewellery used is different – stone jewellery has been used in the North version, while plain gold is showcased in the South version. An innovative thought for the jewellery segment! Congratulations Lintas!