Begin the Onam festivities with Tanishq’s special collection, Samriddhi

Hari Krishnan, President, Lowe Lintas said, “Kerala is an important market for jewellery and Keralites are extremely discerning consumers. Onam is a festival that’s proudly celebrated by all of Kerala and it’s a time when most families have a hectic social life. In this context, we wanted to capture how Tanishq can play a role in strengthening relationships. Our team’s understanding of the Malayali mindset has helped in capturing the small nuances in a relationship beautifully.”

The latest ad film by the brand depicts the joy behind the traditional harvest festival of Kerala

22^nd August, 2017: The biggest and most prominent festival of Kerala is around the corner as Malayalees across the country gear up for the much awaited Onam festival. The Onam festivities are celebrated with great enthusiasm between August and September. Onam marks the homecoming of the King Mahabali who ruled Kerala to the best of its times during his reign. Synonymous to its deep-rooted traditions and culture, Onam brings families together for an auspicious time during the ten-day long festival. From special pujas offered in the temples, to the traditional Onam Sadhya and spectacular carnivals of elephants, Onam is the most revered ancient festival of ‘Gods Own Country’.  During Onam, people deck up in new clothes, decorate houses and create the ornate flower carpet called 'Pookalam' to welcome the advent of the vanquished king.

Tanishq’s latest film for their Onam collection – Samriddhi, sets a perfect example of the family preparations and emotions that tie back to the festival held every year. The film depicts a middle-aged married couple as they prepare for the Onam celebrations. As the wife seems hassled through the preparations, she asks her husband if he has completed his designated tasks for the day. The husband tells her that he has added something new to his task list with a beautiful Tanishq gold necklace as a gift for Onam.

Onam is a celebration of prosperity and joy that is a vibrant and colorful showcase of Kerala's beauty and culture. Through the film, Tanishq depicts the emotions in a relationship with the essence of gifting jewellery during an auspicious occasion

Speaking about the film, Ms. Deepika Tewari, Associate Vice President – Marketing, Jewellery Division, Titan Company Limited, says, “On the occasion of Onam, people purchase new clothes, jewellery, gifts, decorations, food preparations and much more to celebrate the festival. With the Samriddhi Collection by Tanishq, Keralites can start a new tradition to buy unique jewellery from Tanishq for this auspicious occasion. Whether it’s a festival or any special occasion, Tanishq has something to offer each of its customers while aiming to build a strong bond and a deep connection”.

Rajesh Ramaswamy, Executive Director, Lowe Lintas adds, “While this is a classic Tanishq film, it’s very different from the others because it’s for the Malayalis. There’s a feeling of casual cheekiness about the Keralites that they acknowledge and are proud of. We wanted to capture that along with the love, of course. And we’re quite happy with the outcome. This is definitely something the people of Kerala can identify with.”

You can download the film here: http://ift.tt/2w0eHbV

You can view the film on YouTube here: https://www.youtube.com/watch?v=sins6_tkkB8

Client Credits:

Sandeep Kulhalli – Senior Vice President – Retail and Marketing

Deepika Tewari, General Manager- Marketing

Gaurav Midha, Manager - Marketing

Agency:

Lowe Lintas, Bangalore

Creative:

Arjun Iyer

Rajesh Ramaswamy

Rimona Ganapathy

Lohith Chengappa

Romel Joseph

Sunit Joseph

Gautam Seran

Account Management:

Hari Krishnan

Sudhir Rajashekharan

Bhupender Agarwal

Rini Nandy

Pankhuri Sharan

Production House

Trend Ad Films

Director

VK Prakash

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