Debrief: Tanishq solitaires: Correct tone and manner

04 Dec,2012

By Anil Thakraney


Interesting approach from Tanishq for their solitaires collection. It’s a dinner conversation between middle aged partners inside a fancy restaurant, and this sort of an intimate conversation based ad is hard to come across in India, we usually prefer noisy advertising. This route immediately makes the commercial attractive to watch.


The couple is celebrating their tenth anniversary. From their body language, it’s easy to notice some degree of the expected boredom of togetherness has set in. (Conversations can dry up to an extent after a decade with the same person, it’s normal.) The usual middle aged banter goes on, discussion on work, life, etc, till the man surprises his missus with a Tanishq solitaire ring. And naturally a few smiles follow.


Good one, mainly because the treatment is refreshing. Also the direction is very good. The body language, the maturity of emotion, the setting, the casting, it’s all done well. Upper class folks would connect with this one, and they would be the target audience of a thing that costs over a lakh of rupees. So over all, a good show.


However, I do feel the ad would have really sparkled if the conversation had been a little wittier. Not over the top, just a dash of subtle humour would have added a little more entertainment value to the TVC. After all, one has to enjoy repeat exposures. But I guess people seem to like this one a lot, the YouTube version has already scored over one lakh hits, and that’s not very common with Indian ads. Nopes, can’t argue with numbers, therefore high marks for this one.


[youtube width=”400″ height=”220″][/youtube]

Rating: (On a scale of 1-5): 3.5 Engaging communication. Good direction.  



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