Tanishq Builds Trust With #TanishqPromises Employee Stories

Tanishq's latest campaign 'Tanishq Promises' is a refreshing take to highlight brand promises with the help of staff stories


Akshaya Tritiya is one auspicious day no brand in India can afford to ignore. The day that comes only once every year as per the Vedic calendar is believed to bring eternal success for any new purchase made or a new business venture started on that day. Indians, especially Hindus and Jains, make plans to buy jewellery, invest in homes, or book cars only on Akshaya Tritiya. Jewellery brand, Tanishq decided to gain their trust just before the occasion with its storytelling campaign titled ‘Tanishq Promises’.

The campaign is unlike any of its earlier campaigns that featured celebrities or actors in its ads. ‘Tanishq Promises’is being solely spearheaded by its employees. In a series of four TVCs created by Lowe Lintas Bangalore, we see staff from its Bangalore, Delhi, Kolkata and Jaipur stores talk about their experiences with customers, while throwing light on each of the Tanishq promises – on purity, clarity, craftsmanship and more.

This film captures a customers typical concern when exchanging gold at any store – will I get the right value for my old gold? The Tanishq sales officer is a cheerful guy who narrates the story of an old couple and how he addressed their concern with ease, in fact they were so delighted of taking home a diamond necklace in exchange, that they gifted him a little candy sweet. The video showcases how the brand promises the best exchange value, by melting the old gold and weighing it in front of customer.

The ‘Promise of Purity’ film highlights the karatmeter, the most accurate scientific device to measure the purity of gold. Tanishq has equipped all its stores with a karatmeter and is inviting people to come and test their gold jewellery from other brands. In the ad film, the lady sales officer is seen narrating the story of a woman who found out that her gold from another brand was actually only 18 karat, and not 22 karat.

The other two films are the ‘Promise of Great Value’ and ‘Promise of Transparency’, that demonstrate the brand promise of providing great value for diamonds and other precious stones, and transparency in their relationships.

A dedicated website has been created for Tanishq Promises. It explains all the promises made by the brand as well as houses all the four films. On social media, the brand has been building buzz by inviting people to share their Tanishq stories where they have experienced any of the brand promises, while sharing visuals reflecting the #TanishqPromise. The best stories were gratified with won gift vouchers from the brand.

Tanishq has been sharing staff stories on its Facebook page. This is the story of C Ganeshan, a karigar at Tanishq who says he feels at home, despite having lost his own jewellery business.


Prakash, another goldsmith talks about how working at Tanishq is different from other jewellery brands, in the way Tanishq provides healthcare, hygienic and systematic working conditions to its staff.


Brand promises told via stories

The films have been well conceived to position Tanishq as a trusted jewellery brand. One that has quality checks in place to ensure a consumer gets the right value for their jewellery investments, not only in terms of purity and exchange value but also a rewarding lifetime relationship. Gaining trust in this age when there are multiple jewellery stores, helps position Tanishq as a brand with good practices in the market.

Moreover, the casual and friendly tone of the ad films makes it an interesting watch, in what could have been an easily ignorable video. The concept could have very well been carried out by real staff, to make it more believable. Nevertheless, Tanishq has made a mark with these simple stories and the awareness buzz created on social media. Most of all the sharing of staff stories on social media is the feather on the cap!