Tanishq’s latest campaign celebrates goodness of gold

08 Aug,2019

By A Correspondent

 

Tanishq has launched its latest campaign which highlights the #GoodnessOfTanishq and communicates the message that when you choose Tanishq, you choose gold that is enveloped with the blessings of every life it has touched.

 

Conceptualised by WYP Brand Solutions, the campaign comprises of a series of videos which portrays emotions and couples it with rationality, thus bringing alive the concept of blessed gold or ‘Dua Ka Sona.’

 

Speaking about the films, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division at Titan Company Limited said: “The campaign ‘Dua Ka Sona’ is an attempt to highlight Tanishq’s relentless commitment to various entities– environment, karigars, women and girl child. Being in Indian market for over two decades and serving millions of customers, through this campaign we wanted to bring alive the blessings and love that is reflected in our jewellery by all the beautiful hands it touches. For us, making these ‘Goodness of Tanishq’ films and working on delivering the thought behind them has been an emotional journey and we are confident these videos create a sense of responsiveness to society as a whole.”

 

Added Amit Akali, MD & CCO, WYP Brand Solutions- What’s Your Problem: “It’s an honour to create communication for an iconic brand, which has a deeper purpose to exist. Tanishq has not just been crafting jewellery but building the lives of Karigars, communities, future of destitute women, school and, a sustainable future too. So when we got the opportunity to bring alive everything this brand does, we went about it the classical way – actually visiting the factories and townships, speaking to the Karigars, employees, the school-going children of their workers, meeting & listening to the women they had empowered through their NGOs, witnessing their initiatives implemented for recycling water and using renewable energy, trying to understand the magnitude of what the brand did other than just make jewellery. We then realised what the brand meant when they said every piece of jewellery was ‘Truly Blessed’…and the creative wrote themselves.”

 

 

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