Diwali is that special time of the year when families reunite to celebrate new beginnings. The festival of lights and joy sees both the rich and the poor of the country go on a mass shopping spree. Sectors like housing, automobiles, jewellery, clothing and accessories see a spike during this festive season, which is boosted further by new product launches and heavy discounts.
And a multitude of brands strive to build that special recall in the Indian consumer psyche. One brand that has always managed to stand a class apart is Tata-owned jewellery retail brand, Tanishq. Reflecting timeless memories and the beauty in everlasting relationships has been the brand’s communication forte.
This Diwali, the jewellery brand roped in the Padukones to showcase its Divyam Collection, the new range of heritage designs inspired by the temples of India. True to the brand’s stickiness with things that never change, the Padukone family are seen celebrating a close knit traditional Diwali just as any family would do.
Conceptualised by Lowe Lintas, the 100-second spot starts with Deepika Padukone waking up on a Diwali morning to the loud burst of a cracker. From there on begins the narration in Deepika’s own voice. She says this year again, we’ll wake up to the noise of rassi bombs. Next she meets her mother (Ujjala Padukone) who hands her a piece of cloth, while Deepika tells us how this year too she’ll have to begin house cleaning without coffee.
Next she passes by her father (Prakash Padukone) who is making a rangoli to his best efforts, just like every Diwali. Later, her mother is seen making multiple batches of laddoos, while Deepika tells us how, like every Diwali season, her mother will render the local sweets shop jobless. She is then seen arranging the jhummar, like every time. And also finding her Tanishq jewellery box gifted by her dad every Diwali.
Deepika narrates how like every time she will get ‘melodramatic’ with her dad, while her mother will look on amusedly. Upon discovering a larger neckpiece on her mother, she is seen pulling her dad’s cheeks in delight, while telling us how nothing has changed in all these years.
She ends with the thought that if Diwalis are like this, then why would anyone change it.
The Padukone family come across as strictly Tanishq loyals. On Mother’s Day this year, the jewellery brand had roped in the actress and her mother for a Mother’s Day celebration film. Deepika is seen thanking her mom by gifting her a neckpiece from Tanishq, after telling us how her mother Ujjala’s nonstop worry for her never irritates her and always helps her keep a check on her life.
In terms of promotions, the video has been shared with the hashtag #TanishqWaliDiwali. The brand is also banking on the Dussehra season in Kolkata. People who choose to buy from the Divyam collection will get a chance to see the best pandals in town.
‘How the Padukones celebrate Diwali’ is a far cry from its earlier Diwali film ‘Sunehri Diwali‘ that featured a mother and son. The mother played by Tanvi Azmi is gifted a big beautiful Tanishq neck-piece from her husband. The son, who enters the room with a small Tanishq gift, sees this and draws back wondering what his mother will think about his small gift.
But, nevertheless, he gifts it to her saying it is from his Diwali bonus. The mother is now all emotional and goes on to wear the smaller necklace gifted by him. A voice over states, ‘Chota Ho Ya Bada, Is Diwali Ko Sone Se Sajae’.
Apparently, it needed the Padukones to promote the Divyam Collection heritage designs. I liked ‘Sunehri Diwali’ better because its really hard to imagine Deepika cleaning her home, while her mom makes Diwali sweets and her Badminton champ father decorates their house with rangoli, every Diwali!