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. The handwritten note in Gujarati also condemned the TV commercial. The Tanishq advertisement featuring an interfaith baby shower breaks no ethical standards and isn't derogatory to any individual, organisation or religion, the country's top advertising bodies have said in their statements, showing solidarity with the jewellery brand that had to withdraw the commercial because of trolling on social media. Can Benetton regain cool quotient with controversy? I am not sure. BJP needs to do it, as it risks spoiling its legacy despite all the good work. With exceptions, the media crawls for the fear of being rapped on the knuckles by fearsome rappers. Moreover, Titan's deep penetration of smaller Tier III, IV & V towns will unlock the real potential. Beautiful Each one of these and many more serious conversations need to happen before Marriage. Is it Arnab Goswami vs I&B Minister Anurag Thakur over the suspension of news TRPs? It also offers higher return. Tanishq is a name synonymous with superior craftsmanship, exclusive designs, and superlative product quality. NDTV opts out from BARC data again, will the move backfire? Save my name, email, and website in this browser for the next time I comment. Of course the same is true of the male protagonists too. Marriage Conversations | Tanishq https://t.co/Ajxg2pxIjq, Beautiful ad. 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. Outfits worn by celebrities, influencers and media personalities may also pay a role in personal choice. The reasons or motivations behind this choice could be many. While the first commercial selling life insurance - celebrates families, the second one from a jewellery brand shows us the beautiful bond between fathers and daughters. It's OK To Cry, Jaya And I Will Work Together In Films Again: Amitabh. While the company had anticipated the need for lighter jewellery amid pressure on earnings this pandemic-disrupted fiscal, weddings in urban metros still opted for heavy-weight jewellery. The brand took down the ad after receiving massive backlash on Twitter. 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. But what about Tatas courage in putting out the ad in the first place? As Indians inexorably march towards the USD 5000 per capita GDP, their desire for lifestyle products will explode, he said. In such a situation, this is how they must be attitude takes over and the consumer is made into a caricature. Check out the latest collection of Tanishq advertisements in Newspaper of India, and explore Information about the Brand. In the car scene, the couple has been in a relationship for a while. Marketplace now. Over the years, I have overcome that hesitation and actually feel good in being my own self. The first couple who talks about adoption is an elderly one, who share a different relationship. The portrayal of protagonists is also a function of the background, mindset and outlook of the advertising planners and creators. 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. Marketers are dealing with a surreal impact of social media outrage and backlash against brands. Tanishq To Sabyasachi: Leading Brands Battered By Moral Police? She reveals that during the script brainstorming session, multiple scenarios were thought of. One has to accept such changes but is it all a welcome change? 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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.. Also, last year, we saw people come back because of missed milestones like birthdays, anniversaries and gifting," said Ajoy Chawla, chief executive - jewellery division at Titan. Mines and geology minister Murugesh Nirani announced, last week, that his department has plans to open stores to sell branded jewellery under the states official insignia, and sell gold coins in partnership with private jewellers. The other issue is fear. 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. It aims to encourage couples to have conversations about marriage and the life they want to build together, as much as the wedding itself. It. News in the domain of Advertising, Marketing, Media and Business of Entertainment, Copyright 2016 - Adgully.com | Contactus, Viral Fission partners with Mia by Tanishq, This Mothers Day, Tanishq celebrates the inherent leader in every mother, Make a splash with MIA by Tanishqs Wavemakers, Tanishq brings Akshaya Tritiya Celebrations with renewed positivity, Tanishq presents immersive 3D Anamorphic DOOH installation, Rivaah by Tanishq unveils its Romance of Polki collection on the Metaverse, MATES helps Mia by Tanishq partner Bacardi NH7 Weekender, Amplify.ai drives consumer engagement for Tanishq's latest campaign, Tanishq unveils their latest TVC campaign heera ho tum, Tanishq launches 'The Rivaah Brides of Bombay', Tanishq & Dentsu Webchutney seek to rescript Indias wedding narrative. It has an equal appeal for both adornment as. Laqshya Media Group, one of the largest comprehensive marketing communications groups in India recently executed Indias first immersive 3D. Rivaah by Tanishq, a wedding jewellery focussed sub-brand from the house of Tanishq, has unveiled its breath-taking Polki collection in a virtual. MATES, the content unit of Madison World, recently concluded a deal to help Mia by Tanishq in partnering with the largest South Asian festival,. Amplify.ai, a global leader in conversational AI in collaboration with Meta recently partnered with Tata-owned Tanishq to boost consumer engagement. Indias top Jewellery retailer brand, Tanishq, from Tata Group, launches their latest campaign - Heera Ho Tum. 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. As long as we try and stay true to what we do, we should be fine. Have the ill effects of social media begun to outweigh the positives? All pages of the Website are subject to our terms and conditions and privacy policy. Conceptualised by Lowe Lintas, the campaign reminds you to celebrate small moments that make life beautiful. Choose among 30 such agencies on afaqs! Need a design agency for your project? the creative director, art director or stylist may come from a section of the society which has no interaction with or insight into the lives of people for whom the product or service is meant. In a press release, Naithani adds, For me, the best creative work is also deeply personal. In advertising, as with popular cinema, there is an issue of stereotyping. Tanishq's latest ad reminds you to seize small moments and find extraordinary in the ordinary, The film beautifully captures moments that can easily be tucked away in our daily lives, and often go unnoticed, The campaign is conceptualised by Lowe Lintas, Newly launched adtech platform Parva seeks to create new opportunities for advertisers to reach premium audiences at scale, Here's how Amit and Gaurav Khatri are making the right 'Noise', Heres how The Body Shop navigated the pandemic and is growing its business in India, Uneven rains could have a detrimental impact on crop production and inflation: Nomura report, Meet Divya Gokulnath, Ruchi Kalra and Neha Bansal the richest women startup entrepreneurs in India, The way forward for Indias emerging data centre market, Apple, Taj Hotels and Kia are among the top 10 brands that offer the best Customer Experience in India, Tanishq launches a new campaign, 'Little Big Moments.'. Movie dialogues, lyrics and what is considered acceptable has all changed. Personally speaking, maybe it was a lack of self confidence or pride in ones identity. 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. The film encapsulates some of the priceless moments and is a gentle reminder that life gives us enough reasons to be happy, to spread happiness and celebrate the hidden joys in the present. The plea said it can be clearly inferred from the Tata jewellery brand advertisement that its purpose was to showcase the spirit of unity and brotherhood amongst two religious groups. Designed by ThemeSphere. Of course it is their personal choice. Tanishq is known to give us out of the box advertisements that strike a chord with the viewers. It is festive season now in India and mass media is full of ads from retail, jewellery and fashion brands. Dulani reveals that the brief to the team was to create a progressive ad that highlights Tanishqs brand values. As humankind, we have experienced every possible emotion in the recent past and perhaps understood every emotion a bit more than ever before. They say the Tatas should not have been cowed down by threats of violence. 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. We had to be respectful and be mindful of that while creating the ad, says Dulani. 2019 ThemeSphere. 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. 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So we have a couple of generations already giving up on traditional markers. Here's their offline story. The former segment reminds me of that quote attributed to Thomas Macaulay: Indian in blood and colour, but English in taste, in opinions, in morals, and in intellect. The future generations will know even little as nothing would remain to be passed on. Over the years, industry leaders themselves have commented on the missing bindi. It is a natural emotion that Diwali ushers in every single year., GM, Marketing, Tanishq: Ranjani Krishnaswmy, Senior Marketing Manager, Tanishq: Sana Adhami, Deputy Marketing Manager, Tanishq: Jitendra Kumar Sinha, Creative: Arpan Bhattacharya, Nainaa Rajpaal, Sonali Khanna, Aditi Rungachary,/ John Varghese, Ketaki Joshi, Kishore Subramanian, Easo John, Namrata Sukumar. Raksha Bandhan 2021: Heartwarming Ads That Celebrate A Special Bond, People Buying Tanishq Products To Make A Point: Ad Maker, Tanishq Ad No "Figment Of Imagination": Interfaith Couples Post Amid Row, Ad Bodies Support Tanishq, Demand Action Against "Intimidating Behaviour", Threats Made At Tanishq Store In Gujarat, Police Patrolling Area: Cops, "Deeply Saddened By Stirring Of Emotions": Tanishq Responds To Trolled Ad, Tanishq Ad Pulled Amid Trolling; Boycott Call Divides Internet, This Ad Celebrates Women In Their 40s And It Was About Time, These Ads About Dads, Daughters And Family Are Everything. 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. 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. It was her idea to build the campaign around the idea of marriages not weddings. What a beautiful ad! It is not acceptable, for example, to associate characteristics such as sluggishness with a certain body shape. India Debates: Cancel, Ban And Boycott Culture Has Gone Too Far? Personally, I find both the above ads totally lacking in celebratory mood and out of sync with festivals such as Navratri and Deepavali. The lucky ones who find them, sometimes decide to get married to them. Diwali is that reason for us to revel in today and light up our lives to light up what lies ahead of us. Actress Sridevi, who recently shot for a Tamil ad for jewellery brand Tanishq, admits she goes berserk upon seeing ornaments. https://t.co/vABqSqvFrc. Tanishq Withdrawal: Have We Normalised Bigotry? 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. There are also other factors at play for e.g. Threats were also made at the store and the manager was forced to write an apology note for the ad that had been withdrawn earlier after vicious troll After Titan's Tanishq, a popular jewellery brand, was trolled viciously for an ad featuring an interfaith baby shower (and forced to pull the ad off air), the brand issued a statement saying it was "deeply saddened with the inadvertent stirring of emotions". The theme of all these conversations is honesty.. The stunning designs can be elegantly layered, enabling the discerning woman to express her unique style across a variety of occasions., Sagar Kapoor, Chief Creative Officer, Lowe Lintas, said, This Diwali, Tanishq inspires us all to acknowledge the importance of Aaj. It's an unusual beginning for an Indian ad, given that it celebrates women growing older and loving it too! 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. and some even tagged the brand handles. Times Syndication Service. For years now, kids in certain English-medium schools have been told not to wear any forehead marks when attending school. "Our low market share in many of our categories combined with the increasing affinity for Trust will accelerate this further." Over a call, afaqs! (2/2), A wedding is about that one day. Bravo to its writers. Sebamed: naming competition to get to the creamy layer? The store was inaugurated by UAE Ambassador to India Ahmed Albanna and Counsel General of India to Dubai and Northern Emirates Aman Puri. Brands Forced To Withdraw Ads: Creative Freedom Being Stifled? Like the hard left, the hard right exists and manages to make a lot of noise. The film along with celebrating the festival of lights celebrates Today as a Festival of Life. 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. 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Superflys Naithani, the ads director, mentions that the three conversations in the ads take place in very different settings. The festive campaign comes on the back of Tanishqs exclusive Diwali collection Utsaah, a stunning range of gold jewellery that reimagines our rich heritage into distinctive modern jewellery pieces. The portrayal of protagonists is a choice and a prerogative of brands. 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. More people have seen the now-withdrawn Tanishq advertisement as the controversy also created a "movement" where many are buying Tanishq products to take a stand, the advertisement campaign's creator said on Tuesday. Tata groups jewellery arm Tanishq recently launched its new collection in the metaverse where guests could try on bespoke pieces virtually. 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. Copyright 2021 afaqs!. The designer label clarified that the ad campaign was aimed at inclusivity and empowerment. Dulani adds that for research, she, Naithani and Midha had to speak to different couples, who were going through various struggles. The visual treatment is meant to capture different couples, who may be in different stages of their relationships. And they've done it again. Yet, the crawling has become pervasive. A special customer connect. Amidst all the celebrations and planning around a big, fat Indian wedding, an aspect that often plays second fiddle is the marriage. People must invest in gold because it's a liquid asset and inflation hedge. I have seen family portraits of a famous cricketer from Chennai on Instagram and noticed that the wife chose not wear a bindi even with a traditional outfit. 30 great print ads that tell a visual story - Part 1, 12 classic product demo ads: creative show and tell. Our festive collection Utsaah takes this thought forward of celebrating 'today' with intricate designs. The entire conversation around marriages begins with the wedding, and the jewellery and clothes that one wears to the event. In such portrayals, the attire worn by the protagonists saree, salwar or western wear and her look is also considered important. We had been getting feedback from the customers that the high gold price is putting a pressure on their pockets. Ajoy Chawla, CEO, Jewellery Division, Titan Company Limited, said, Celebrating today emerged as a strong theme in our sentiment study and this was also reflected in the enthusiasm with which people across the country celebrated festivals in the last couple of months. Among girls even keeping flowers on braids is a rare sight in urban households. 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. It was an unusual ad, promoting communal harmony, not just Tanishq jewellery. The ad industry considers portrayal of women be it as a professional, mother or housewife as an important yardstick of mirroring society. However, at some point, both the hard left and hard right risk damaging governance. In a way, I stopped being apologetic about an identity of mine which I consider important. Touch device users, explore by touch or with swipe gestures. We also came up with the backstories for all these characters in order to build the narrative. BRB, still processing how emotionally overwhelming this ad is. Any party in power has the responsibility to check its extreme elements, while somehow not upsetting their base. Its definitely at the back of our minds, but we didnt want that to stop us from having a progressive conversation. The latest TVC. Tanishq, Indias most trusted and loved jewellery brand has announced The Rivaah Brides of Bombay. 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.
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