Friday, January 7, 2011
Thursday, May 27, 2010
Tanishq - A desire for ages… A unique beauty enhancement… A social status…A tradition yet apt for modernity…
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.
"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?
Tuesday, April 13, 2010
Tata Photon Plus – High speed internet… Photon TV… Prices slashed… Pre-paid? Too many things for the brand in one year?
Monday, April 5, 2010
Havell’s Cables - A Simple Story: Lower class background: Emotional twist: Universality in communication “Wires that don’t catch fire”
Agency – Lowe Lintas India
Havell’s India Ltd., one of India’s largest & fastest growing electrical and power distribution equipment manufacturers, have taken the product positioning approach rather than focusing on single brand positioning approach in its communication for Havell’s Cables and Wire. However, the communication approach differs for different portfolio of products like “Shock Laga” campaign captivating its audience more on humor front while cables communication grabbing attention more on emotional value. Caring nature is the innate quality of every Indian and this, coupled with emotional background score and essence of creativity, the Ad takes an approach of promoting a premium wire brand with a not-so-premium setting.
“Although the product is premium, we didn’t want the typical urban, affluent setting for the ad” says R Balakrishnan (Balki), chairman and chief creative officer, Lowe India (courtesy agencyfaqs.com).
The 2 TVCs i.e. Mother-Son Ad (2007) & Necklace Ad (2010) play around 3 main messages:
1) “Wires that don’t catch fire” – so prevents accidents occurring due to electrical nuisance
2) “Bend it like Havell’s” – are flexible and can be molded in any shape
3) Havell’s cares for you
Now, what would be the next step for Havell’s cables and wires?
Will the mother-son duo become the face of Havell’s wires? If yes, is that going to be good for the brand considering that it’s a premium product?
Is there a conscious strategy of trying to increase end consumer’s involvement in the buying process for cables and wires for domestic use?
Has the Ad succeeded in getting the message “Havells cares for you” across to the end consumer? Has the target market been able to comprehend the hidden ‘trust’ factor in the story behind these commercials?