Debrief: Tanishq: Charming!

30 Oct,2012

By Anil Thakraney


Excellent Diwali ad by Tanishq. Indeed, this is the way to align your brand with a festival. A lesson for all advertisers who might be busy creating their own Diwali specials.


The commercial features a young couple, getting dressed to celebrate Diwali. The man says his pal has bought a Tanishq jewellery set for his own wife, and he asks his missus to pen a sweet message on the gift pack on the friend’s behalf. The lady seems to like the jewellery, but regrets that they can’t afford such expensive stuff. A very engaging interaction happens between the two, and it’s finally revealed that the man has actually bought the gift for his partner. Because, as he says, Diwali comes just once a year.


Superlative work. A very, very slice-of-life situation, this sort of a discussion might be happening inside many Indian middle class households. The need to cut costs to save up for the rent, the EMIs and other spiralling expenses. Therefore empathy to this ad becomes strong. Also, the dialogue is simple but very life-like, very natural… full marks to the writer. And the TVC ends on an emotional high, the way it should happen in a festival ad. The surprised lady’s joyful expression is to die for.


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Now compare this one to the rubbish TVC Tanishq put out last year with Mr and Mrs Bachchan Sr. Will remind you once again to throw the celebs out. And use real people in your ads.


Rating: (On a scale of 1-5): 4. Grounded in realism, high on empathy.



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One response to “Debrief: Tanishq: Charming!”

  1. v subrmanian says:

    i don’t think you have to be so harsh on mr & mrs bachchan on the tanishq commercial when you complemented the writer for the current film. blame the writer and not the bachan couples……