Tanishq – Making ads experientially
Tanishq – Pure Jewellery. Pure Joy. It’s pure marketing done experientially!
When we talk about jewellery, the first thought that hits us is of a wedding. TATA under the banner of Titan Industries, launched its division of Jewellery collections – TANISHQ – the amalgamation of TAN (i.e. body) & NISHK (i.e. gold ornaments)
“Koi pooche toh kehna, Tanishq hai pehna”.
Well, this is the extent of Tanishq TV ads influence in the daily lives of Indian families. Tanishq Jewellery has created a niche in the market because of its impact on the minds of the audience through their TV ads.
Ever wondered how Tanishq has been successfully able to establish itself in the hearts of people, as the top preference for accessories and jewellery in India?
Tanishq has been able to maintain their position in the lives of people with popular demand due to its attractive schemes & offers like; gold harvesting schemes, best exchange values, affordable pricing, low making charges as much as 8% and many more, and to add on this, Tanishq uses creative emotional appeal for their TV ads.
Since ads are the first point of communication between a brand and a consumer; ads focus on establishing a connection securely, to advantageously capture the heart and minds of consumers to create an experience inspired by the consumers’ daily life situations.
Now by this, I mean, if you pick up any of Tanishq TV ads, each of them are not only relevant but carry an emotional appeal with them; which is relatable by the masses and instantly connects with them.
Since jewellery is primarily for a woman, thus, the target group for Tanishq Jewellery is women; and, for any Indian woman, it becomes important to carefully buy gold and as affordably as possible. Any modest background family woman or any working women will always want to adorn gold that has style and sensibility combined, and Tanishq offers her with that.
How Experiential Marketing?
Tanishq jewellery is a stand out amongst its competitors mostly due to their exceptional designs offered at an affordable price, and ads that are worth a lot of thought and attention, which results in great customer engagement, forming a part of Experiential Marketing.
While Tanishq has gone above & beyond with their concepts of advertising, the underlying idea for their TV ads is to show their protagonist as women empowering character.
While Tanishq jewellery has an elegant, yet a strong statement to it; similarly, Tanishq TV ads also portray their women full of élan and strength, the ideas in itself are a statement of art.
The major factors that make an ad or any campaign experiential in nature are as follows:
- Relatable Situation
- Emotionally Relevant Connection
- Engaging Content
To explain this better, I’ve taken three of the most impactful Tanishq TV ads that touch the experiential marketing outlines in every way. Let’s explore…
Tanishq Niloufer Ad
How many of you were impressed by this ad?
Everyone, right.
On every level, this ad connects to today’s youth which is regarded as the start-up generation. It’s an inspirational yet heart-warming ad. This ad film talks about the journey of a young entrepreneur who keeps apologizing while she juggles between her personal & professional responsibilities and social obligations.
“Start-ups are the new fad in #DigitalIndia, and the new flavor in brand campaigns.
While keeping alive the signature role of women empowerment, the Tanishq Niloufer Ad focuses on celebrating the other avatar of working women that kept in-touch with the existing conceptual take of Tanishq. The idea of this ad was to honour the working women of today, who believes in herself while she reaches the point of accomplishments, after a line of mistakes and apologies, yet she doesn’t deter on the determination towards work. The whole ad film, revolved well-around ‘sorry’s’ followed by a ‘thank you’ at the end; showing the true picture of hard work and focus.
Now, how is this an Experiential Marketing Ad?
Well for starts, the ad revolves around a Woman Entrepreneur, talking about her start-up, which is more than relatable and relevant to people today, especially of working women. This ad shows a situation which one can connect to the youth; which is not only emotionally engaging but also has a relevant appeal where every young person dreams of achieving the honor that this woman is opportune of.
Choosing a woman to play this role not only tags the women empowerment criteria on which Tanishq has built its brand, but also highlights the struggle that any young entrepreneur goes through. Thus, the ad is inspired by daily life incidents, which makes it possible to connect well with consumers, due to a touch of personal experience attached to it. Choosing woman to play this role keeps intact the target group for Tanishq.
So you see, the Tanishq Niloufer Ad derived its inspirational concept from an experiential marketing point of view.
Tanishq Mia Ad – #BestAtWork
The newly compiled Tanishq Mia Ad, which features not one but six working women, shows the story of celebrating strength, passion, ambition & vigour of the Indian working women who look their #BestAtWork and show their #BestAtWork as well.
This Tanishq Mia Ad brings to light the day-to-day conflicts that an Indian woman is subjected to at her workplace. To the world outside, she’s either too young or too naïve; she’s clammed up in a box of judgments & perceptions; she’s supposed to be tied by boundaries and rules, follow a path of predetermined truth. Yet if she differs from making her own destiny, live a life with a little mutiny, she’s termed easily a rebel, working women of India need to live life at a level. Society questions her ability and she delivers #BestAtWork irrespectively.
This is a classic ‘Women Empowerment’ Tv Ad, yet it has so many layers of experiential marketing wrapped.
How?
If you look carefully the ad film and the poem used for it, are inspired by the daily lives of Indian working women, which makes it again an emotionally relevant situation for the consumers, especially the target group i.e. women. The concept of the TV ad connects situation-wise and appeal-wise, making the content of the poem and the video relatable and engaging at the same time. The In
This is how the Tanishq Mia Ad designs its collection of jewellery which not only adorn her an attire but also brings out her confidence at work. These women empowering ads are essentially conceptualised of the experiences that all working women of India have been facing over time.
Tanishq Wedding Film Ad
Since the beginning, Tanishq Jewellery has always been breaking stereotypes for women, and this Tanishq Wedding Film ad is in itself a multi-stereotype breaker. This very famous of Tanishq Tv Ads had a huge impact on the minds and lives of Indian families.
The ad showcases a dusky woman adorning wedding jewellery who is preparing for a remarriage. In this ad, the woman is having a daughter as well, while she heads to the ‘Mandap’. While the ceremony takes place, the daughter becomes restless, sitting on the sides; this is where the groom steps in to take the daughter in his lap while taking the ‘pheras’ depicting care from the step-father.
This commenced the arrival of a new mindset in India. Although such situations and experiences did exist earlier, which sparked off to create the Tanishq Wedding Film ad but, never such an experience was highlighted on national TV and by a big brand.
So, Tanishq to produce this ad was an experience in itself for the older generation and it was a change welcomed by the young India, which was, therefore, the idea to highlight the new-age wedding jewellery collection from Tanishq by making a progressive statement.
Therefore, Tanishq TV Ads not only are inspired by experiential marketing but also focus on addressing new experiences by giving out engaging ideas like the one used in Tanishq Wedding Film Ad, which the audience could relate by taking a part in it, through the involvement and attention given to it.
Thus, it’s the intense customer engagement and emotionally appealing content of the ad that makes Tanishq, an experientially marketed brand name.
