Campaign: True Diamonds
Brand: Tanishq
Company : Titan Industries
Agency: Lowe Lintas
The Campaign
The new television commercial for Tanishq (the Tata group’s jewelery brand) features Bollywood couple Amitabh Bachchan and Jaya Bachchan. The film opens on A Bachchan opening a box with a diamond necklace inside as a birthday gift for J Bachchan. She chides him as to why he has bought diamonds when he has absolutely no knowledge about their quality. Cut to A Bachchan in a car where he is imagining this whole scene. ?Women!? he says with a sigh. He then comes to a Tanishq showroom where the salesman helps him out. The next scene opens with A Bachchan presenting the diamond necklace to his wife on her birthday. As soon as she sees it, he starts off with a speech about the quality of the diamonds, showing off the information he has picked up during his latest shopping trip. His wife looks happy and confesses that she is impressed. A Bachchan responds by saying, ?Ek hira hi hire ko samajh sakta hai? (Only a diamond can understand/recognise another diamond). Then his wife asks him, ?What about bangles??. And A Bachchan looks at the camera and whispers, ?Women!?. The ad is directed by Parakash Varma of Nirvana Films.
Our Take
This ad follows the memorable wedding jewellery commercial by Tanishq featuring Arundhati Nag. It is a slice-of-life ad and follows the earlier idea of how men constantly try to understand women. This commercial uses one of the most basic insights about how women understand jewellery better than men, and men, in turn, try to understand their taste. It makes one smile at almost every scene because it is so simple and true. Even though A Bachchan is playing himself, he comes across as any normal, confused husband who wants to gift his wife diamond jewellery. Similarly, J Bachchan also comes across as an average wife impressed by her husband’s knowledge about diamonds. The last film of Tanishq (wedding jewellery film) and this film have a similar tone, look and feel. There is subtle humour in both the films which comes from extremely identifiable situations. This slice-of-life route seems to be working well for the brand and this commercial should be able to strike a chord with its target audience.
RATINGs
?Payal Khandelwal