The husband’s predicament

31 Oct,2011

The Campaign:

Amitabh Diwali Campaign


The Client:



The Agency:

Lowe Lintas


The Brief:

To promote Tanishq diamonds during the peak jewellery buying season – Diwali. It is also the most auspicious time for jewellery purchase.


Research insights:

According to Arun Iyer, National Creative Director of Lowe Lintas, “Usually during Diwali gold is the main metal of purchase among consumers. But we have taken this opportunity to push diamonds this Diwali.”


The thought process behind the creative:

“We have used the insight of how men always go wrong with their choice of gift during festivities. And this time the attempt is to ensure that they are clear about their choice of gift this Diwali.”


Media vehicles chosen:

TV, Radio and Outdoor


Key issues kept in mind while executing the ad:

“Since we were using Amitabh and Jaya again, we had to ensure that they come across as normal husband and wife and not like celebrities. Also the situation that was shown is a predicament that every husband goes through in marriage.”


Does the treatment do justice to the brief?

“Absolutely. Like I have mentioned earlier Amitabh behaves like any husband would. Despite having clarity about the choice of gift he still falters as women, being women, will always have a different point of view.”


What is the differentiating factor about the ad?

“I think it’s the execution. Amitabh and Jaya have been shown going through life’s moments just like any other normal couple would.”


Market and client feedback:

“There has been a positive feedback from the market and client. Customers have been talking about it and find the ad very entertaining. The fact that Amitabh gets stumped again by Jaya in the end is the highlight of the film.”



Creative: Arun Iyer, Rajesh Ramaswamy, Abhijit Ghosh, Adarsh Atal, Indrashish Mukherjee, Prasad Baggi

Account Management: Sudhir Rajasekharan, Pritish Wesley, Arunabho Sen

Director: Prakash Varma

Production House: Nirvana Films

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