Gold and festivals go hand-in-hand in India. This October is witnessing the most number of festivals that are celebrated all over the country, and buying and gifting gold jewellery on festive occasions is not only considered auspicious but also a harbinger of wellbeing and prosperity. With October also bringing in Diwali when most Indian families invest in gold jewellery, jewellery brands in India are quite upbeat. But lately, the gold jewellery industry has been seeing a lot of swings in terms of demand and prices.
The falling prices of gold have led to speculation that people will stop buying gold jewellery. Given the scenario, Tanishq, one of India’s largest retail jewellery brand has introduced the ‘Festive Gold Collection’ with prices starting from as low as Rs. 5000. In its communication campaign, Tanishq hopes to positively shift consumer sentiment with the power of emotions.
The new campaign titled ‘Sunehri Diwali’ has a heartwarming television ad film at its core, in addition to the offers and promotions. The brand that is known to position women as a strong identity celebrates the relationship of a mother and her son, in the new ad.
Conceptualized by Lowe Lintas & Partners, the minute-long ad opens with a happy woman being gifted a big beautiful Tanishq neck-piece from her husband. Her 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 played by Tanvi Azmi, 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’.
Uploaded on the 1st of October, the ad film has garnered over 90K views till date. Tanishq has been inviting conversations on the hashtag #SunehriDiwali through its Facebook and Twitter pages too.
Highlighting that sentiments and emotions are bigger than the size of the gifts, is a good proposition to encourage jewellery buying this festive season.