One day, while I was aimlessly switching channels, I came across Tanishq’s latest ad showcasing their wedding jewelry collection. Unlike other ads, this seemed to be a little different. And different it was!. Finally, I found an ad that made me smile!
The ad revolves around a father urging his daughter to tie the knot with an eligible NRI groom. However, the young girl bluntly refuses.Naturally, the father is visibly frustrated but the clever mom has found a cleverer solution. She asks them to accompany her to the nearest Tanishq showroom and has a look at all the beautiful pieces of jewellery that they have.
Tanishq’s Wedding Jewelery Collection
You cant keep women and jewelery away for too long! No women can resist this temptation. The girl then starts examining the jewelery and even tries them out. And within minutes, her Mom and the saleswoman help her with wedding jewellery. And finally the “ghunghat” is draped on her head to give her the typical bride look.
And just when her parents are admiring their lovely daughter, the saleswoman poses a question, ” So..when is the wedding”?
The astute mom cleverly replies, “Is this wedding jewelry? We are not interested” and asks her daughter to give back all the jewelery. The disappointment on the girl’s face is evident as she leaves the showroom without any gold. And now, while driving back home, she inquires about the groom that her father had mentioned a few hours ago, quietly disclosing the fact that she is finally ready for marriage.
And the best part of the ad is the sms that her mother then sends across to her father. She says that even after 25 yrs, he cannot understand a woman! So, true I must say!
I loved the ad for its simplistic and realistic portrayal. Arundhati Nag is perfect as the doting mother who wants her daughter to enter into wedlock. And instead of nagging her, she chose a very novel technique to convince her. It is really tough for a woman to say no to jewels! And the makers of this ad have used this idea to market their product effectively. Generally, all jewellery ads often consist of models clad in 10 oz gold bar from head to toe and dancing to a jingle. This ad is strikingly different from the run-of-the-mill ones. This is exactly why I love this ad. Hope to see more such ads in future. Way to go Tanishq