Tanishq - A desire for ages… A unique beauty enhancement… A social status…A tradition yet apt for modernity…

Banking upon educating the Indian customers on 4 Cs – Cut, Carat, Color & Clarity, Indian jewellery market is trying to corner a major chuck in the market. And in order to do that, the companies have been trying to improve upon the quality spending in the category through innovative advertising and marketing. The increasingly savvy Indian consumer is warming up to branded jewellery and expects superior services, premium quality products and attractive exchange policy. The branded jewellery has proved its presence so such an extent that even old jewellery showrooms have also begun to design jewellery lines under a brand name.

With varied categories like Chains & Pendants, Mangalsutra, Bangles, rings, Fashion Jewellery in Gold, Silver & Diamond, it becomes difficult to communicate relevance and uniqueness about a brand through a single communication. Hence, it has been observed that brands concentrate only on one part of category or type of Jewellery in a particular communication which generally revolve around these specific themes and characters.

1) A beautiful celebrity shown with a piece of jewellery which ends of focusing on the celebrity more

2) A glamorous model which tends to attract the viewers attention more rather than the piece of gold or diamond that she is wearing

3) Sometimes only the jewellery is shown without any models or characters in it.

Amongst this battle of brands, Tanishq has attempted a clutter breaking campaign targeting the 300 million strong Indian middle class. After two decades of economic reforms, this crowd has emerged as a serious purchasing power block of global reckoning. Barrack Obama said few days back that the demand of cars by Indians is going to drive up world's fuel prices.

Making its presence fell in the wedding jewellery segment, the TVC shows a family of three getting over a Gordian knot situation though the appeal of some amazing pieces of jewellery. However, the pertinent point is that a middle class family is associating with jewellery with a nonchalant air. Tanishq wants to capture the pockets of the affluent Indian upper middle class. It wants them to buy jewellery instead of taking the trip to Singapore or the newest iPhone or a bigger plasma TV for living room.

"Earlier too, we have tried to explore interesting storylines in our communication; for instance, the one for Tanishq's traditional jewellery range, where we showed a Bengali family and their love for traditional jewellery. But now, for the first time, we have explored a modern-day storyline, straight out of our everyday lives," explains R Balakrishnan (Balki), chairperson, Lowe Lintas. (Courtesy: Agencyfaqs.com)

In a brilliant move Tanishq tries to decouple jewellery purchase from once in life time occasions. It aims to usher in a lifestyle where walking into class jewellery showroom does not require a grand occasion. The father of the young girl is just trifle annoyed that the family was having an important discussion and the mother should not have interrupted it so abruptly.

The plot of the advertisement is an intelligent ornamentation to the intent. This is not to deny the credit the story line deserves. Forget the hoopla created by the feminists and liberals. The TVC tells every woman how beautiful she looks with that exquisite pair of earrings - how every eye rests on her for those extra seconds, either with admiration or envy.

Geethakrishnan who is executive creative director, Lowe Lintas (Bangalore) said, "Tanishq has been a leading player in the jewellery category for the past many years. Despite this, it has never made its presence felt in the wedding segment. It has never been known for wedding jewellery like the way family jewelers are. Also in today’s day and age, women are not too keen on getting married as they want to pursue their careers. Parents meanwhile are looking at ways to get them married. The two needs felt in sync and we hope to establish Tanishq firmly in the wedding jewellery space by building a strong emotional connect with consumers.” (Courtesy: Campaign India)

With this TVC, Tanishq has taken the bold step and broken free from the usual formulaic larger than life visuals jewellery TVCs are made of. The use of humor in jewellery TVC is also novel.

However, is there a possibility of Tanishq running the risk of rubbing its audience the wrong way?

What if the spot becomes what it never intended to be? That is linking a women's fulfillment with her physical beauty. What if it generates negative publicity on this count?

What if women feel that that it mocks today's independent minded woman on account of her inane resoluteness and vacillating convictions?

A woman reconsidering her priorities in life after seeing herself clad in wedding jewellery (agreeing for marriage in this case) – will this not be taken in a negative manner?