Tanishq has rolled out a specialised range of wedding jewellery called Rivaah. A film has been conceptualised by Lowe Lintas (part of global advertising network, MullenLowe Group) for the same.
The film shows emotional conversations between fathers and daughters, as the latter get ready for the wedding.
It opens at a wedding, where a father and daughter exchange thoughts through eye-contact which leaves the duo in tears. The girl runs to hug her father.
Then, a father is shown jealous of his son-in-law and wants a picture only with his daughter.
Another father leaves all the work associated with the wedding aside to feed his daughter, who can’t use her hands since she’s wearing jewellery.
One father then looks to help his daughter by making her wear jewellery. He puts a piece meant for the forehead around her neck, only for his daughter and women accompanying her to break into a giggle. This make him remember what his elder brother told him about him learning a lot when his daughter gets married.
Another bride looks to get her super hesitant father to dance.
The film ends with a father learning rituals at an inter-caste marriage scenario. The voice over says ‘There’s nothing more important than your (a daughter’s) happiness for a father’, before introducing Rivaah with the ‘Because you always want the best’ message.
Rajesh Ramaswamy, ECD, Lowe Lintas Bengaluru, said, “The film was about showing Tanishq as a wedding jeweller for all communities. But, more importantly it was about showing emotions at the wedding. Every father wants the best for his daughter but they’re not the most expressive. They express it in their own different ways and all they want to say is that they truly love their daughters. We kept the film multi-language to built the authenticity. In fact, we had a debate running whether we should run sub-titles, but ended up going with them.”
Hari Krishnan, president, Lowe Lintas Bengaluru, said, “There are many Indias within India and there are many cultures, sub-cultures, traditions, beliefs and rituals especially when it comes to weddings. Our attempt has been to reinforce the fact that Tanishq understands this diversity and showcase ‘Rivaah’ as a collection that is relevant for brides from different parts of the country.”
Arun Iyer, CCO, Lowe Lintas, added, “As easy as it is to know that a father and daughter bond is always unique and strong, depicting it is equally difficult. We found six different insightful situations to highlight the singular feeling of love a father has for his daughter. And we’re glad we were able to capture this beautiful bond no matter which region the setting was in.”
The two minute 45 second film will have a two-minute, 90-second and 45-second edit running on television. The film was published on YouTube on 15 February 2017.
CREDITS: Client: Tanishq SVP – retail and marketing- jewellery division (Titan): Sandeep Kulhalli GM marketing, jewellery division: Deepika Tewari
Assistant brand managaer marketing, jewellery division: Upasana Babu
Creative agency: Lowe Lintas Bengaluru
Creative team: CCO: Arun Iyer
ECD: Rajesh Ramaswamy
Group CD: Ujjwal Kabra
Unit CDs: Adarsh Atal, Indrasish Mukerjee
Account Management: President: Hari Krishnan
SVP: Sudhir Rajasekharan
AVP: Bhupender Agarwal
Brand services director: Rini Nandy
Brand services manager: Vishwa R
Production house: Crazy Few Films
Director: Anupam Mishra
Producers: Urfi Kazmi, Viraj Gawas
This article was first published on campaignindia.in