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As the festive and wedding season kicks off in India, the bridal jewellery brand Rivaah by Tanishq has launched a new campaign called ‘For Marriages Crafted by You.’ As part of this campaign, Tanishq launched its first-ever 3-minute-long multilingual film on television. The TVC is an ode to India’s diversity and features actors from various regions.
The campaign stems from the mother brand, Tanishq which has always kept the Indian woman at the heart of everything they do. Pelki Tshering, CMO, Tanishq says, “We have celebrated the Indian woman, her perspectives, desires and aspirations for her wedding. The campaign celebrates the new narratives of brides who see their wedding as an opportunity to express their identify on the partnership they wants to have with their partners.
"We are increasingly seeing that modern brides who believe that marriages are not just about fresh beginnings, but it’s about equal beginnings. This thought was the inspiration for the new campaign where the bride in the film says, ‘Nayi Shururat Ki Zimandari; Kuch Tumhari Kuch Hamari.’”
She notes that earlier the parents of the bride and groom had a large part in the decision making. However, over the years the bride’s agency has gone up on how she looks at marriage as a commitment and how she wants the wedding to be conducted.
“We see the bride as the sutradhar of her wedding where she beautifully brings together the balance of tradition as well as modernity. Since 2016-17, we have always shown the bride being the center of weddings. We do two things - we either celebrate new narratives or at times we give a voice or we amplify conversations.”
If one were to look at Rivaah’s earlier wedding campaign, the focus has been to celebrate the multi-culturalism of India. This narrative continues in the new campaign film that has four stories intertwined to represent the four corners of India. With almost 500 stores across 270 cities, the multilingual and multiregional film features an ensemble cast including Tanishq’s brand ambassadors, Nayanthara for the Southern region, Mimi Chakraborty for Bengal, as well as actor Shobha Khote.
Adds Tshering, “Through the campaign we've been able to showcase about four communities. This is a reflection of the multi-community multicultural country that India is. We are a national local wedding brand.”
The 360-degree approach
The campaign kicked off by telecasting the 3-minute-long film on television across all leading GECs as well as on leading regional channels across the country.
She says, “We thought it would be great for the first time ever as a brand to take such a large film on television. Going ahead, from an efficiency standpoint, we will do multiple shorter edit cuts. These will be single language films and regional cuts which are about 45 to 50. The current 3-minute-film that we've taken on TV is a multilingual multi starrer because we really wanted the entire country to celebrate this diversity with us.” In addition to television, the multi-medium campaign will also leverage digital, OOH hoarding and print.
Customization and personalized setting
In today’s era of customization and personalization where brands look to connect to consumers as per localized tastes, Tanishq has been at the forefront of game. The brand has focused on their wedding jewelry design as per community rituals for specific functions. Tshering says, “At Tanishq we are design first. We respond to the need for traditional jewelry for the wedding ceremony but with a modern aesthetic. If you go to any Rivaah store across the country, you will find that the wedding collection in that particular store is meant for the catchment or the community or the region in question. However, when it comes to other functions, brides are being very experimental.”
With Q3 being the most important quarter for the jewelry sector, on account of it being an auspicious time for weddings and the festive season, Tanishq will be shortly releasing its Diwali campaign.
On a final note, Tshering says, “First and foremost, we want to win the hearts of our consumers and Indian women say that Tanishq is a brand we love. It will be a task well done if it is followed up with the relevant sales purchase.”
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