Tanishq has rolled out three films that show how the brand is committed to doing good for the society.
Conceptualised by WYP Brand Solutions, the campaign is titled 'Dua Ka Sona' and the films show how Tanishq does good for women empowerment (above), its employees and the environment.
Deepika Tewari, AVP – marketing, jewellery division, Titan Company, said, “The campaign ‘Dua Ka Sona’ is an attempt to highlight Tanishq’s relentless commitment to various entities– environment, karigars, women and girl child. Being in Indian market for over two decades and serving millions of customers, through this campaign we wanted to bring alive the blessings and love that is reflected in our jewellery by all the beautiful hands it touches. For us, making these ‘Goodness of Tanishq’ films and working on delivering the thought behind them has been an emotional journey and we are confident these videos create a sense of responsiveness to society as a whole.”
Amit Akali, MD and CCO, WYP Brand Solutions, What's Your Problem, "It’s an honour to create communication for an iconic brand, which has a deeper purpose to exist. Tanishq has not just been crafting jewellery but building the lives of Karigars, communities, future of destitute women, school and, a sustainable future too. So when we got the opportunity to bring alive everything this brand does, we went about it the classical way - actually visiting the factories and townships, speaking to the Karigars, employees, the school-going children of their workers, meeting & listening to the women they had empowered through their NGO's, witnessing their initiatives implemented for recycling water and using renewable energy, trying to understand the magnitude of what the brand did other than just make jewellery. We then realised what the brand meant when they said every piece of jewellery was 'Truly Blessed'...and the creative wrote themselves".
CREDITS:
Client: Tanishq
AVP - marketing, jewellery division: Deepika Tewari
Senior manager, marketing: Gaurav Midha
Assistant manager - marketing: Ru Chatterji
Creative agency: WYP Brand Solutions
MD and CCO: Amit Akali
Group creative director: Ruchita Zambre
CD - copy: Prakhar Deogirikar
CD - art: Yash Bendkhale
Founder, director and strategy head: Tejas Mehta
AVP and business head, strategy and operations: Rohan Hukeri
Account manager: Sneha Tirpude
Production house: Man on the Moon
Director: Shamik Sengupta
