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‘Charmed!’ is the first word that comes to mind while seeing the latest advertisement for Tanishq’s ‘Wedding Jewellery’ collection. The ad is one of the most well made and well executed advertisements of recent times. It is one of the few advertisements which fulfill both the parameters of simplicity and creativity in a rather proficient manner.
Tanishq, a brand of the Tata Group and a division of Titan Industries Ltd., is a leading jewellery brand in the country. Tanishq has always been known to create something out-of-the box for its products, but this ad definitely stands atop the others. The 60-second ad stands out of from other ads where models are shown swathed in jewellery from head to toe. This advertisement has in fact managed to actually bring forward the essence of the brand in itself without deviating in any regard.
The ad-makers have very sensibly taken up ‘marriage’ as the plot, which connects with the majority of the audience. It has been segmented in such a manner that every part reaches out to almost all sects of the audience. The ad shows a father trying to convince her daughter for marriage. On refusal, the rather clever and tactical mother who knows-best-how-to convince her daughter takes her to a Tanishq showroom. The girl falls for the beautiful jewellery; but gets disappointed when the mother refuses saying that the jewellery is wedding jewellery, and so was not required. In the last part the girl indirectly agrees for marriage and the mother messages the father saying “25 saal ho gaye, par aurat ke bare mein kuch nahin seekha!” (even after 25 years, you haven’t learnt anything about women).
The emotions portrayed are simple and unambiguous, and in a way are very naive. Ads which strike a chord with human emotions definitely stand out as compared to those which rely on fantasies. Without any visible bragging, the ad very subtly puts across the fact that their jewellery can make a difference. Also, the cast of the ad-film is well chosen. Arundhati Nag, known for her natural and effortless acting, has proved her stance as an actor once again via this 60-sec act. This advertisement has won accolades from the audience as well as from the advertising bigwigs.
Owing to its simplicity and delectable nature, this advertisement will definitely increase the brand’s recall by viewers. This ad will surely leave a mark on the viewer’s mind and leave them with a thought to ponder upon. People would like to at least have a look at this collection once, and see what was it that was looking so mesmerizing on TV. And if any ad is able to pull the viewers to their store, it can be termed as successful. In the long run, this thought is what transforms a ‘company’ into a ‘brand’.
Overall, this Tanishq advertisement is impeccable and well sketched, and caters well to the major fundament of advertising, which is ‘connecting with the audience’.
-Aditi Ananthanarayanan
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Image Source: [http://www.ftv.co.in/fspot/fspot_images/tanishq_2300.jpg]
i like but if u put picture then its very good 4 us because we have presentation on that.can u sent photo of that ad on my emaii id