Most people spend their lives searching for their one true love.
We had to be respectful and be mindful of that while creating the ad, says Dulani. Tanishq Controversy: Impact On Creative World. BRB, still processing how emotionally overwhelming this ad is. The conversation takes place in the car when hes dropping her home. Copyright 2021 afaqs!. It's an unusual beginning for an Indian ad, given that it celebrates women growing older and loving it too! The Advertising Agencies Association of India (AAAI) on Wednesday condemned the targeting of Tanishq and its employees for its recent ad that featured an interfaith couple. The entire conversation around marriages begins with the wedding, and the jewellery and clothes that one wears to the event. Click here. The portrayal of protagonists is also a function of the background, mindset and outlook of the advertising planners and creators.
The team wrote multiple scripts around different scenarios. There is a real danger of a rootless society emerging in urban India where traditional festivals are limited to wearing ethnic outfits and feasting on good food. The advertisement - released last week about an interfaith baby shower ceremony - was accused by many on social media of "promoting love jihad".
Touch device users, explore by touch or with swipe gestures. The film showss playful moments where indecisive grandmothers struggle to pair the perfect jewellery set with their festive attire that brings the sparkle back into their lives. Designed by ThemeSphere. Movie dialogues, lyrics and what is considered acceptable has all changed.
The Tanishq commercial for its Ekatvam line of jewellery, showing a Muslim household celebrating a baby shower for their Hindu daughter-in-law, was massively trolled and the company accused by some of promoting 'love jihad' or alleged luring of Hindu women by Muslim men. The reasons or motivations behind this choice could be many.
We're happy to have had the opportunity to inspire a whole generation of soon-to-be couples across India to talk about their realities, beyond the wedding.. I used to wipe off the mark after my morning sandhavandanam before heading to office. At least, we must all do our bit to retain them. Rising Star Awards 2021: Underdog Abhishek Goyal of OrComm APL wins highest honour; Wavemaker wins maximum awards. https://t.co/mgGV9SqOdz, This wedding season, lets talk about marriage.What a beauty, this campaign @TanishqJewelry https://t.co/19H2lDfbA1, How a relationship is a beautiful balance between the man and woman. The jewellery brand covers sensitive themes like depression and adoption in a long form ad. Even with Tanishqs Diwali ad last year, I wrote: The visual cues (pastel shades, conspicuously absent bindi on women, ethnic fusion kind of attire), the language (English) and the messaging (preaching a certain way of celebrating the festival with emphasis on no fire crackers and lots of feasting and dressing up is likely to appeal to that affluent, upmarket audience. Copyright : 2022 BestMediaInfo.com All rights reserved. The ad is a long format video of over three minutes, and touches upon topics like financial stability, mental health and adopting children. For some it has become an optional accessory rather than a mandatory a fashion choice than a tradition. The ad industry considers portrayal of women be it as a professional, mother or housewife as an important yardstick of mirroring society. Some of the ads which featured protagonists in traditional Indian wear but without a bindi on the forehead faced criticism on Twitter (where else?) There is a large section in urban India which thinks in English and has most conversations in that language, so much so that they are out of touch with their mother tongue. The ad was born out of these deeply personal experiences and insights. In such a situation, this is how they must be attitude takes over and the consumer is made into a caricature. Brands Forced To Withdraw Ads: Creative Freedom Being Stifled? Instead of showing a wedding, as most jewellery brands do, Tanishq decided to focus on what marriage stands for. Radium http://bit.ly/1OWJRc menubar radio application for Mac http://twitpic.com/l79re # At Zodiac store, the song playing over speakers was an old. The team eventually decided that the ad should be around the narrative of conversations on life after marriage. The question, does art imitate life or life imitates art? is perhaps a difficult one to answer. It also offers higher return. Overall I think the industry has two approaches: (a) stereotyping assuming they will be like this and (b) assuming all of India identifies with or aspires to have the lifestyle of the affluent or English-speaking upper-middle class folks from metro India. Actress Sridevi, who recently shot for a Tamil ad for jewellery brand Tanishq, admits she goes berserk upon seeing ornaments. Everything, including our food habits and fashion changes. Our festive collection Utsaah takes this thought forward of celebrating 'today' with intricate designs. Story-telling techniques for product marketing and brands could take a beating for certain categories as a result and devising post-campaign response strategies is getting all the more critical now, marketers, advertisers and consultants said. 30 great print ads that tell a visual story - Part 1, 12 classic product demo ads: creative show and tell. Some of the top consumer-facing FMCG and apparel and lifestyle companies are advancing their festival season planning and product promotions, driven by forecasts of robust sales in the September-December period.
The company has witnessed a "buoyancy" in jewellery demand driven by festive purchases in October and November which helped the division achieve a 37 per cent growth for the quarter, Titan said in its Quarterly Update for Q3/FY 22. In metros, one does notice that many women, even when wearing traditional outfits do not choose to wear a bindi. A Tanishq jewellery showroom in Gandhidham town of Gujarat's Kutch district has put up a note on its door, apologising to Hindus in the district over the brand's controversial TV ad which has been withdrawn. "There will be some kind of pent up demand on account of weddings, a significant part likely to be in the second half of the year.
Amitabh Bachchan, who has been seen with Jaya Bachchan after a long time in Tanishq's new ad, says he wishes to work with his actress wife. This film took me back to the conversation I had with my husband 11 years ago., Our mission, at Superfly, has always been to use the power of storytelling to build a more progressive society. However, at some point, both the hard left and hard right risk damaging governance. The brand took down the ad after receiving massive backlash on Twitter.
A journey that started with the launch of 18K gold watches studded with precious stones, Tanishq soon grew into a 22K gold jeweler who understood the evolving needs and desires of the Indian woman. She reveals that during the script brainstorming session, multiple scenarios were thought of. The 150-second heart-warming Diwali film conceptualised by Lowe Lintas is woven together on the premise of celebrating the glorious today that is nestled amid the moments of the past and shine of the future. Despite the brands attempts to portray a progressive society, a 2020 ad that the agency Whats Your Problem created for Tanishq, was criticised for portraying a marriage between a Muslim man and a Hindu woman. The company, which records about 90% of its sales at bricks-and-mortar stores, saw a leapfrog of one-two years in the rate of ecommerce adoption by shoppers amid the pandemic, especially in the big-ticket sales under Tanishq brand. Save my name, email, and website in this browser for the next time I comment. It was an unusual ad, promoting communal harmony, not just Tanishq jewellery. As long as we try and stay true to what we do, we should be fine. The reaction to our ad has been largely positive so far, Tanishqs Midha signs off.
The upbeat background score coupled with a soulful voiceover narrates a powerful poetry that touches ones heart with heartening situations like homecoming for Diwali to surprise ones family that have been waiting endlessly for that one warm hug. To facilitate a seamless customer experience, Tanishq has partnered with SafeGold, a digital gold platform that is organized, transparent and in compliance with all SEBI norms and regulations.
For years now, kids in certain English-medium schools have been told not to wear any forehead marks when attending school. Even as there is a general nervousness in the gems and jewellery industry about the Covid related restrictions in Maharashtra impacting the wedding season demand, Tanishq is betting big on the rest of the markets for the wedding jewellery. It is festive season now in India and mass media is full of ads from retail, jewellery and fashion brands. Celebrating sheer joy by expressing love through a surprise gift planned by the husband for his wife at a restaurantAll these moments make our lives worthwhile and we deserve a celebration because Aaj -Diwali Ka Bahaana Hai. Of course the same is true of the male protagonists too. We also came up with the backstories for all these characters in order to build the narrative. What a beautiful ad! This time, their short and sweet ad titledMarriage Conversations talks about all the things one must discuss before they tie the knot - things that actually matter. Personally, I find both the above ads totally lacking in celebratory mood and out of sync with festivals such as Navratri and Deepavali. Its definitely at the back of our minds, but we didnt want that to stop us from having a progressive conversation. Some may feel that wearing it is not cool enough or does not go well with the outfit they are wearing (especially if it is western wear). During my advertising days, I have come across several creative and production folks whose world only revolves around the affluent people of South Mumbai. Marriage Conversations | Tanishq https://t.co/WSJUdYm9Im via @YouTube, The good thing about this latest video advertisement by #Tanishq is how its emphasis is on what the brand stands for, the values rather than blabbering about its products which just has a few seconds of glimpses in this roughly 3-minute long video. The brand also has launched an exclusive website for Dubai showcasing its collections. Tanishq, a jewellery firm and subsidiary of Tata-controlled Titan Company, released the advert as part of its "Ektavan", or oneness campaign, showing a Hindu bride and her Muslim in-laws observing a baby shower in the Hindu tradition. 
Any party in power has the responsibility to check its extreme elements, while somehow not upsetting their base.
And they've done it again. In a vast, plural country like India it is impossible to reflect the nuances of each region in advertising. Jewellery brand Tanishq from the Tata Group has unveiled a Diwali campaign, Utsaah, with the onset of the festive season. Superflys Naithani, the ads director, mentions that the three conversations in the ads take place in very different settings. Titan's jewellery brand Tanishq, which has withdrawn an advertisement featuring a Hindu-Muslim couple and their families after vicious trolling, has received support on social media from users who have shared their experiences of being in a multicultural marriage. Tanishq Wins The Internet Again With This Ad That Focuses On 'Marriage' & Not Just A Wedding. For reprint rights: Ola and Uber in merger talks; Bhavish Aggarwal meets Uber executives in San Francisco, Ola Electric suspends production, cites annual maintenance as the reason, How long will the latest bull run last? In a way, they are still stuck in Padoson mode with that ghastly, condescending portrayal. Copyright 2022 Bennett, Coleman & Co. Ltd. All rights reserved. In a press release, Naithani adds, For me, the best creative work is also deeply personal. A blend of traditional values coupled with a modern outlook made us Indias first and largest jewelry retail store chain and allows us to maintain our position as the top Indian jewelry brand. We had been getting feedback from the customers that the high gold price is putting a pressure on their pockets. Marketplace now. We dont want to offend any community or ideology or point of view. Suzukis Good Different, PGA Tours riveting animation, Mercedes GLC and more: creative ads of the week, Patrick Stewart for Yorkshire Tea, topical ads on Boris Johnson exit and more: creative ads of the week, Branding vs. Marketing: an artificial debate on comparison, HSBCs fun take on cybercrime, Travel Oregon & more: 14 top creative ads of the week, Of toxic work culture and taking the business of advertising way too seriously, Amazon Prime, BunBun Thailands hilarious Bollywood spoof: top creative ads of the week, #OdeToDads on Fathers Day, animation film for Wimbledon 2022 and more: creative ads of the week, 5 observations about the Layerr Shot ad controversy, industry leaders themselves have commented on the missing bindi, Basics of marketing communications and the festive ad controversies, Racial abuse on Lewis Hamilton: the agency connection, Amazon Alexa Pompeii, Dove reverse selfie and more: top creative ads of the week. India Debates: Cancel, Ban And Boycott Culture Has Gone Too Far? Some men too feel odd (I used to) wearing a tilak or vibhuti on the forehead and going to office in western formals. Keeping that in mind, we have come up with this new range of jewellery which are light-weight yet hardy and affordable, Ajoy Chawla, chief executive of Titans jewellery division, told ET. In the car scene, the couple has been in a relationship for a while. Check out the latest collection of Tanishq advertisements in Newspaper of India, and explore Information about the Brand. So that by itself if not a new trend. NDTV opts out from BARC data again, will the move backfire? High on emotions, the film opens with a group of friends getting ready for a Diwali celebrations and the lady adding final touches to her appearance with the extra bling, to make the festivities come alive. BJP patriarch L K Advani had chastised the media during the Emergency when he said, You were asked to bend, you crawled. There is no Emergency today. Among the fast-moving ones, rings and bracelets are the most popular jewellery among men. Moreover, Titan's deep penetration of smaller Tier III, IV & V towns will unlock the real potential. caught up with the team that created the ad - Gaurav Midha, deputy group manager, Tanishq; Binaifer Dulani, creative director, Dentsu Webchutney; and Kopal Naithani, founder and director, Superfly Films. People from the four (different in every way) southern states are clubbed and given a South Indian look (whatever that means) complete with (ironically) vibhuti on the mans forehead. Tanishq Advertisement Withdrawal: Is The Bigotry Unchallenged? The film along with celebrating the festival of lights celebrates Today as a Festival of Life. Brands and festive greetings in social media. The handwritten note in Gujarati also condemned the TV commercial. Another trend (again, not new) is abandoning ones mother tongue to speak only in English, even at home. "Our low market share in many of our categories combined with the increasing affinity for Trust will accelerate this further."
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When an ad intentionally wants to grab eyeballs, it may get caught in the crossfire of social media. The need to find comfort in the present, and celebrate every small moment forms the core of our Diwali campaign the thought of Aaj. They say the Tatas should not have been cowed down by threats of violence. If you recall, the woman tells her partner that they'll finally be living together., In the cafe setup, the couple could be one who is in the midst of an arranged marriage scenario and, hence, theyre meeting and having this conversation in a public space. With buoyant sales, the company is likely to report only a marginal loss or even a profit for the current fiscal year compared with the loss of Rs 270 crore in FY21. The other issue is fear. The portrayal of protagonists is a choice and a prerogative of brands. Over a call, afaqs! I guess there are a whole lot of youngsters whose default mode is English and would struggle to express themselves in any Indian language. 