Debrief: Female bonding with Tanishq

12 Jan,2012

By Anil Thakraney


There’s not much of an idea in the new Tanishq Glam Gold commercial. But energetic and engaging treatment makes it come alive.


The setting is an open air party, where lots of young people are dancing. It appears to be a pre-wedding do, given all the finery the ladies are decked up with. One girl tries to bring the couple together on the dance floor, but her plans go for a toss as it suddenly starts pouring. The party abruptly stops, but our spunky girl won’t let her close pal down. She begins dancing in the rain, and then everyone else follows. Much to her buddy’s delight, the party goes on. And yes, as you can imagine, the shots are layered with close ups of the Tanishq Glam Gold jewellery.


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Like I said, the lack of a strong central idea has been compensated by a happening treatment. You don’t expect commercials for gold to go totally into lifestyle, and this refreshing approach works. The endearing attitude of the girl, unwilling to let her friend down, sets the tone for Tanishq’s brand personality. The power of girlie bonding. Which would aid in brand salience. And of course, the dance party makes for a very entertaining commercial. It’s shot well too, and one won’t mind repeat exposures.


Rating: (On a scale of 1 to 5): 3. The full-on lifestyle approach pays off.


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