Debrief: Tanishq Mia: Very real, very well-executed

23 Jul,2013

By Anil Thakraney

 

Another good ad from Tanishq, must say the team is pretty consistent. The commercial for Mia tells you the brand understands the aspirations of today’s working woman, of her desire to excel in her work AND look beautiful while she’s at it. But there’s a slight problem with the treatment, I’ll come to that shortly.

 

In the ad, the control freak lady boss commands her junior to forget about wearing jewellery for a critical meeting, she wants the client to stay focussed on the presentation. But our feisty gal gives two hoots, and lands up for the meet decked up in her fancy Tanishq Mia earrings. Naturally, the boss isn’t amused, but the exec makes a winning presentation, and so it all ends well.

 

A bossy she-boss is a cool idea, there are plenty of these dominating types in the corporate world. Also, the situation is very real, an older woman would secretly resent a much prettier younger employee. The problem is, you disobey such a tyrant boss, you better be ready with your resignation letter. Ms Cruella will make life miserable for you even if you happen to be a star performer. Which is why instead of a happy ending, this situation leaves me with a nasty feeling that our gal is in big, big trouble. To counter this, I would have altered the dialogue a bit. The boss issues an army-like command, even though it’s delivered gently: ‘Lose the earrings’. What if she said, ‘Honey, you sure you want to wear jewellery for the meeting?’ This would indicate that the boss isn’t really a tyrant, and that means the disobedient employee’s job is safe.

 

Another little problem: I can tell you from experience, male clients in India don’t get their attention swayed by the jewellery a woman wears, that happens with a precariously plunging neckline, though it guarantees to win you the business. 🙂

 

Rating: (On a scale of 1-5): 4 The ad is already a topic of discussion in the corp world

 

Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney

 

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2 responses to “Debrief: Tanishq Mia: Very real, very well-executed”

  1. Adcritic_In says:

    Quite liked it too, the way the film was done however, the story isnt plausible – but like I said it works and it doesn’t…

  2. Arun says:

    I for one found the ad to be extremely sexist. Imagine if the boss was a man telling her to ‘lose her earrings’!! All the feminist groups would be up in arms.

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