The recent ad campaign of Tanishq’s new diamond jewellery collection Zuhur charms viewers with its lucidity, the beauty of its location and the on-screen camaraderie of the women, says Priti Nair, Director, Curry Nation, reviewing the ad in ‘From Logo to IMPACT’ on Bloomberg TV India
Reviewing the recent ad campaign of Zuhur in Episode 28 of ‘From Logo to IMPACT’ on Bloomberg TV India, Priti Nair, Director, Curry Nation says, “I thought the Tanishq ad with the women friends was beautifully done because just the casting of the women – their interactions, everything is very loose, easy and lucid. It is very real in that sense.”
The TVC has been conceptualized by Lowe. “The location is completely different from what you see. It’s a restaurant, but a different kind of a restaurant. You see a few guys who are playing.”
The playfulness and the cheery atmosphere in the TVC give it a spark and catch Nair’s attention. “It’s something, camaraderie among women that you don’t usually see in ads. I thought it was a really well-made ad,” adds Nair.
About the campaign
The TVC featuring three friends is set in a beautiful restaurant that might as well have been an extension of a palace. The friends are seen enjoying a meal at the restaurant, with folk singers performing in the backdrop. The ambience seems perfect for the reunion of friends who are meeting after a hiatus of eight years.
One of the three friends, however, wants to put a sudden break to all the fun and leave. However, the other two ladies are not ready to comply and one of them sings the song “Sanu ik pal chain na aawe”, made famous by Nusrat Fateh Ali Khan, to make her friend change her mind.
Seeing their little act, one of the performers, who in real life is well-known Rajasthani folk singer Mame Khan, starts singing the song, instantly catching the attention of the three friends, who join the performer and sing along.
The three women are shown wearing the collection for the occasion. Tanishq is marketing Zuhur as being perfect for casual occasions, offering it as the ideal choice for the modern woman who loves celebrating social occasions such as the one shown in the TVC.
Apart from the beautiful setting and the melodious song, the theme of the ad makes viewers take notice because almost all of us have been in a similar situation where we meet friends after ages and wish the evening would simply go on.
About the Show
Each week, the half-hour show ‘From Logo to IMPACT’, co- produced by exchange4media and Bloomberg TV India, brings together top CMOs, ad gurus and agency heads to provide an in-depth analysis of the hottest trends and news in the ad-media-marketing space. Its focus is on the new age economy and new entrants in the advertising space. The show is aired on Bloomberg TV India at 10.30 pm every Wednesday, with repeat telecasts at noon on Saturday and 6.00 pm on Sunday.
