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When an aspirational brand turned relational

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Tanishq-1As Tata’s Tanishq, an aspirational jewellery brand launched their latest TVC, critics applauded the brand and Gauri Shinde of “English Vinglish” fame for coming up with a path breaking advertisement. The subject of remarriage has touched a chord with the audiences and critics alike, creating a relationship between the brand and the consumer.

According to Professor of Marketing at IIM Ahmedabad, Abraham Koshy, “When a brand which has been known for its flamboyant products, auspicious gold and glittering diamonds, it always lands in the category of aspirational brands. You desire the brand, not just for its name but for the category it is in. For that matter, any diamond jeweler holds on to people’s aspirations. Then how does it connect? Tanishq has connected, and very well connected by relating with the Indian audience. Remarriage happens in our society, just that they are the first ones to talk about it. The brand has managed to create the right connect.”

For Tanishq, this is a season where almost 50 per cent of the business takes place. With the wedding season having begun, the buzz created by the ad will hopefully pay off for the brand. According to Head of Marketing for Tanishq, DeepikaTewari, “This is a very important quarter for us in terms of sales and with this ad we have projected an image which is progressive yet deep rooted in traditions. The TVC targets both generations in India, parents as well as the youngsters. Being an Indian jewellery brand, parents and the bride, both are our target and with this treatment I am sure both the generations are relating to it.” Tanishq will soon follow this up with on ground activities.

Tanishq has created the right impact by turning relational while keeping its aspirational image intact. A. K Jaiswal, Professor, IIMA commented said, “The brand has taken a stand and promoted the true Indian skin colour. Diamonds and Gold may be aspirations but its important to connect with the masses. The TVC connects with the masses right from the word go. The connection has been established. The brand just needs to sustain this relationship with the consumer.”

‘Aspirational appeal’ and ‘relational appeal’ offered on the same platter is what sets this campaign apart from the others.

By Ankur Gaurav

Keep checking www.pitchonnet.com as for us the story does not end here. Pitch will keep an eye on this campaign’s result, its reflection on sales and reactions to it.

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