Mumbai: An auspicious occasion like Diwali draws the attention of several brands in building a strong connect with its customers. Like other big brands that do their bit, every year Tanishq too works towards making Diwali a little bit more special. This year, it decided to celebrate the concept of “shubh shuruat”, or auspicious beginnings, by taking inspiration from India’s revered physical auspices – temples.
Keeping the temples at Hampi, Gujarat, and Bhubaneshwar, as muses, Tanishq took its designs a notch higher with its new Diwali collection, Shubham. A perfect mix of tradition and modern aesthetics, every piece in this collection is crafted to magnificence. To promote this new offering, Tanishq has launched a high-decibel integrated campaign with heavy emphasis on Print & Outdoor. Apart from its push on the traditional medium of television, Tanishq has tapped several cities to execute the Print & Outdoor activity across India.
Commenting on the initiative, Deepika Tewari- General Manager, Marketing, Tanishq said, “Tanishq always looks forward to Diwali because it’s the biggest time for our customers. Gold is an extremely integral part of Diwali and, with the Shubham collection, Tanishq aims at owning the Diwali space. The collection, inspired by some beautiful temples across India, has been especially crafted for those who love tradition and look for beautiful, contemporary designs. The new campaign by Lowe Lintas brings alive the traditions associated with the festival, as well as the inspiration; and we hope that everyone has a very ‘Tanishqwali Diwali’ this year.”
The look of the print campaign is comprised of all things auspicious. The colour palette consists of traditional haldi, the earthy profundity of mehendi green, and the felicitous red of kumkum. The set reflects the aura of the temples that inspired the collection; while the characteristic Diwali diyas that pepper the set magnify the beauty of the jewellery as it shines gloriously in their light. Add to this breathtaking ambience, a stunning Deepika Padukone, dressed in contemporary ethnic; her poise and royal air make the campaign unforgettably divine.
Added Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore, “The shots are absolutely beautiful. We just wanted to bring out the essence of the jewellery and the idea of auspiciousness; Tarun, Maddy, and the rest have done a fantastic job of it. The art team came up with brilliant imagery to represent the traditional inspiration of the collection, with a contemporary touch.”
The Outdoor & Print leg of the campaigns comprises over 300 hoardings in 25 cities and over 500 insertions nation-wide. Also, the video film which has also been conceptualized by Lowe Lintas Bangalore, is being widely viewed on social channels and also on popular channels on television.
| CLIENT | AGENCY | CREATIVE | Business | Production | |
| Sandeep Kulhalli
-Sr.Vice President-Retail & Marketing-Jewelry Division-Titan |
Lowe Lintas, Bangalore | Arun Iyer- CCO | Adarsh Atal- Creative Director | Hari Krishnan-President | Crazy Few Films (Anupam Mishra) |
| Deepika Tewari- GM Marketing, Jewellery Division | Rajesh Ramaswamy- ECD | Arjun Kumar- Creative Director | Sudhir Rajasekharan- Senior Vice President | Deepika Padukone shot by Tarun Khiwal Production by Salt Management | |
| Sanjay Kumar- Assistant Manager Marketing Jewellery Division | Shiv Parameswaran
-Group Creative Director |
Binu M.P- Creative | Bhupender Agarwal- Associate Vice President | Jewellery shot by Madhavan Palanisamy Production by Aditi Productions
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| Ujjwal Kabra-Group Creative Director | Aakanksha Bhattacharyya- Creative | Rini Nandy- Brand Services Director | |||
| Indrasish Mukerjee- Creative Director | Shreya Trivedi | Vishwa R-
Brand Services Manager |
About Lowe Lintas:
Lowe Lintas is a creative agency offering from MullenLowe Lintas Group, India. Headquartered in Mumbai, it has a strong presence throughout India with offices in Ahmedabad, Bengaluru, Chennai, Hyderabad, Kolkata, New Delhi (NCR) and Pune. Lowe Lintas lends its branding and creative expertise to a host of clients in India and the Asia Pacific including HUL (for which the agency handles 21 brands), Axis Bank, Britannia, Dabur, Flipkart, FreeCharge, Google, Idea Cellular, MRF, OLX, Tanishq among others.
MullenLowe Lintas Group is one of the largest country operations of the MullenLowe Group (part of the Interpublic Group of Companies (NYSE: IPG). It has operating divisions in advertising (Lowe Lintas, Mullen Lintas), design (dCell), PR (GolinOpinion), brand consulting (LinConsult), experiential marketing & activation (LinEngage), video content (LinProductions) and digital marketing (LinTeractive) that manage 300+ clients. With a talent pool of over 900 people across 7 cities in India, MullenLowe Lintas Group currently manages more brands amongst the Top 10, Top 20, Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014), than any other agency in India. In February 2015, MullenLowe Lintas Group was ranked the No. 1 creative agency in the world in effectiveness by the World Advertising and Research Council’s report, WARC 100. Recently, the group was declared the Effie Agency of the Year for 2015 in India.
To know more about MullenLowe Lintas Group, visit us at www.mullenlowelintas.in or follow MullenLowe Lintas Group on Twitter, Facebook, LinkedIn or YouTube