Tanishq – The “Women!” Factor

As the tagline of the brand says ‘Pure Jewellery. Pure Joy’, the New Tanishq advertisement starring Big B and Jaya Bachchan truly justifies the logo. Simple acting, perfect background and the persona of the great stars appeals to an urban audience. It is a pure joy to watch the advertisement, especially when you are sitting with your mother and you can point out how tough it is to buy something for her. You can tell her that how before every birthday all the kids and the head of the family (papa) have to conduct a Family Parliamentary session to decide the gift and finally the session ends like any other Lok Sabha meeting, without any conclusion. Our own Big B has tried his level best to teach us that age doesn’t matter, be it a 30 year old man or someone in his late 70’s, everyone has to do their homework when they have to deal with women.

Premiset- The advertisement begins with Big B imagining how Jaya Bachchan would react when he would wish her happy birthday and present her a diamond necklace. He knows that Jaya would question him about the quality and purity of the diamond, which shows that the ad maker is conscious and he wants to convey a message that diamonds are very precious and expensive so it is our duty to check the quality before buying any diamond product.

Being really shiny and attractive, it can appeal to anyone but then you can end up being a fool because of your ignorance and the seller can enjoy a big amount. It also shows how women are particular about every detail, especially when it comes to diamond accessories. So Big B decides to do some homework and finally ends up visiting a Tanishq store. The shopkeeper demonstrates shares with him gyan (technical knowledge). Finally he buys a pretty necklace and presents it to Jaya and to impress her he repeats the explanation which was delivered to him earlier.

Jaya Bachchan is impressed and the whole purpose is solved and to add some more humour in the end she asks for bangles as well and Big B says ‘women’, under his breath and the ad finishes.

About the Brand – Tanishq

Tanishq was coined from a combination of Tata/Tamil Nadu and Nishq (meaning a necklace of gold coins) and, again, from Tan, meaning body and Ishq, meaning love.

It was launched in 1994 as a range of jewellery and jewellery watches meant for the European & American markets. However, things began to change globally around this time, and the West entered a protracted period of slow economic growth followed by recession. Supplying jewellery to the Americans & Europeans suddenly no longer seemed an attractive proposition. Initially, the criticism for Titan’s foray into jewellery was loud and often bitter. Eventually, however, the critics were silenced.

Feminine touch

Tanishq, today, is the only major Tata brand with a strong appeal towards women. Very importantly, Tanishq has brought to the market a whole new standard of business ethics and product reliability, in the process bringing about a transformation in the manner in which jewellery is bought and sold in India. It has created a revolution in the Indian jewellery trade and in jewellery buying behavior, and continues to set new parameters of excellence for others to follow.

The advertisement defines the brand totally. It clearly depicts that every woman would want to have a True Diamond and the feminine touch is appealing.

Complex message in simple words

The complex message that how the structure and the shine of a diamond depends upon the quality has been presented with subtle humour in this ad. The cutting of the diamond is the toughest part; it is a process which converts the rough diamond into the gem. It requires proper tools and sufficient professional knowledge. It is the most delicate process and if the cutting goes wrong then the diamond will end up losing its sheen and luster. The advertisement mentions that Tanishq offers best diamond and the cutting is perfect which makes sure that the light reflects properly.

Further Tanishq has come up with a new offer that if you don’t like the product after buying it then it can be exchanged at the current price (conditions apply).

Is it a suitable ad for Indian market?

Yes, the advertisement is truly meant for an Indian customer. It shows how every Indian woman wants to be satisfied before buying anything big or small and how she wants things to be perfect. Tanishq justifies that it is always there to satisfy the needs of Indian women.

It will attract every woman and definitely she would want to know more about the products offered or may be some would visit the Tanishq store immediately after watching it. If this advertisement can force someone like me to do an in depth research about diamonds (someone who doesn’t care about accessories at all) then I can really imagine how it can affect someone who is attracted to diamonds as they say ‘ Diamonds are woman’s best friend’.

Swinder Kaur
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