Debrief: Tanishq: Director’s film

16 May,2013

By Anil Thakraney


Very pleasing slice-of-life commercial from Tanishq. And what makes it truly refreshing is that the ad deals with the brother/sister relationship, something we don’t usually get to watch in advertising (unless it’s Raksha Bandhan time).


The TVC is set in a bedroom which the siblings share. This subliminally cues middle class family, perfect for this brand which offers jewellery at an affordable price. The sister is about to get married, and the younger bro has bought her a gift from his first salary. It’s Tanishq, of course. This follows a warm, playful exchange between the two, difficult to describe, it’s best watched. Suffice to say the film has a fantastic emotional connect.


It’s actually a simple script (must have been tough storyboarding it), and the onus therefore is totally on the director. And must say he/she has delivered big-time. It doesn’t feel like an ad, this could be a scene from a Bollywood film or a television serial. Very subtle, very soft, and therein lies the commercial’s power. This feels like a real conversation captured from the ‘shaadiwala’ house next door, and the interaction between the siblings is delightful. A less competent director would have treated the situation in-your-face, and the emotion would have tanked.


I like the way the Tanishq team has built the brand. They never shout low price, but you always know you can afford their stuff. And the packaging is full-on desi emotion. Perfect!


Rating: (On a scale of 1-5): 4. Warm, soft, real.


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own.


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