Neha Kalra Delhi, June 20, 2019

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Click on the Image to watch the TVC.

Even though the world has opened up today, sometimes the most confident
women too can feel held back by the internal barriers from years of social
conditioning. Pond’s, the beauty and skincare brand by Hindustan Unilever
(HUL), has launched an impactful campaign to bring the issue of inner voices
into the spotlight – and into mainstream media – enabling women to understand
how commonplace inner voices are, and help them overcome the internal
barriers they present.

Ponds unveiled the new film, ‘The Boxer’, across all digital platforms.
Developed by Ogilvy India and Singapore, it is a heartwarming, sensitive story
of a young Indian girl, pursuing her passion in boxing.
The young girl deals with the dilemma of revealing this decision to her mother
as her inner voice holds her back, creating a struggle between what she wants to
do and what she thinks is expected of her. The film features local talent Khushi
Joshi, who plays the role of the hero character (Mandeep) and Iravati Harshe,
who plays her mother.

The brand believes the world would be a better place if women stopped limiting
themselves – in life and in beauty – and simply tried overcoming these internal
barriers. The campaign aims to encourage women to begin lifting those internal
barriers by simply trying to overcome their inner hesitations.

Prabha Narasimhan

Prabha Narasimhan, Vice-President, Skincare and Colours, Hindustan Unilever,

said, “Pond’s is an iconic brand in India with great heritage and equity. It gives
us great pride to give it a new take that encourages women to never hold back
and ‘See What Happens’. With the power of social media, we hope to ignite
conversations just like the film. Women still feel held back by their inner voices
and we want to encourage them to share their stories. This is what ’See What
Happens’ is all about.”

One cannot help but notice that Pond's has always focused on the beauty
element in its communication. Why such a shift in communication now?

“Pond’s as a brand has always encouraged women to overcome their hesitations.

We believe in the power of the inner spirit and with this campaign, we want to
encourage and celebrate the ability of each and every woman to follow her
passion and be who she wants to be, with no hesitation or limitation,” said a
Pond’s spokesperson.
The spokesperson said there has been no change in the brand’s positioning.
Pond’s as a brand has always empowered women, propelling them to undertake
new challenges and journeys towards self-growth.

“We believe that by acknowledging how common inner voices are, a dialogue
can be started among women about the ways in which they experience and –
importantly – try to overcome these, helping to realise their potential and
inspire them to truly be who they are without fears or inhibitions holding them
back,” pointed out the Pond’s spokesperson.

How is Pond’s trying to change its image through this campaign?

“Pond’s as a brand has always encouraged women to overcome their hesitations.

This campaign is to further propel that cause and cast a wider ambit among
women to help each other rise above the constant internal battles that they face
on an everyday basis. The ultimate aim of the campaign is to challenge the
deep-rooted fears, uproot them and bring in a positive status quo within
themselves,” said the spokesperson.

Discussing the client brief for this campaign, Kainaz Karmakar and Harshad
Rajadhyaksha, Chief Creative Officers, Ogilvy India (West), specified, “The
brief was very interesting. The world is ready but are you ready to overcome the
voices of hesitation inside you?”

Kainaz Karmakar

Elaborating on the strategy and creative thought behind the #SeeWhatHappens

campaign, Karmakar said, “The strategy and creative thought were not different
from each other. Dipping into our culture and finding real stories of hesitations
that young girls live every day. The campaign wanted to give them a voice.”
How is Pond’s trying to change the game for itself as a brand and also the
category, with this campaign?

Harshad Rajadhyaksha

“Pond’s has a huge legacy. But every now and then, there comes a time for a
brand to create a new legacy. It is time for Pond’s to be relevant to young girls
of today. Talk their language and be the brand that is on their side,” mentioned
Rajadhyaksha.

Karmakar and Rajadhyaksha are really excited about launching the new world
of Pond’s. “It’s a world that is asking young girls to go ahead and say what is
on their minds and do what is in their hearts. Society is ready for their bold
moves. The time has come to go ahead and #SeeWhatHappens. Bob (Shashanka
Chaturvedi) has done a great job of translating the story into a powerful film,”
they said.

With this campaign, Pond’s hopes to ignite a conversation among women across
generations on how and when they’ve experienced inner voices, how they were
successful in overcoming them. All in an effort to inspire and encourage others
who have held back so far. #SeeWhatHappens pushes gentle a change – not in
the world outside but the world within a woman’s heart and mind, unlocking the
possibilities within her.

As part of the campaign, paid and earned media activity will be rolled out over
the next few months. Digital is a very important tool to ensure that the brand is
able to raise awareness among a large set of audience and further trigger
conversations around the inner voices holding back women today.

Key opinion leaders and individuals will be engaged to support the campaign,
bringing the issue of inner voices into the spotlight and beginning a dialogue
among women to normalise and raise awareness of the widespread frequency of
inner voices

2
Taking a break from the usual
product-centric advertising, Ponds
India in it’s latest communication
adopted the social experiment
route for the Ponds Jhappi Van
campaign. Experts share their
verdict on how far was the brand
successful in going the trend way.
Ponds Cold Cream’s latest campaign highlights the need for ‘actual’ meaningful
conversations and shares the moment of mutual love with our loved ones through
physical connections. Taking its legacy of trusted care further, Ponds Cold Cream
executed a social experiment titled ‘Jhappi Van’ by touching the emotional side of
today’s youth.

Campaign Insight

In a world of constant virtual connectedness, there is so much time spent on social

media and so little time spent on making actual, physical connections with those we
love. The effort of the ‘Jhappi Van’ social experiment conducted by Pond’s is to gently
nudge young people to go over and hug those they love. In Indian parlance, ‘jhappi’
means much more than a simple hug. It’s the embrace and protection that only a loved
one can provide.
About the digital films

The campaign was rolled out on the occasion of International Hugs Day celebrated
every year on the 21st of January.

When was the last time you hugged someone? Is the question posed to random
consumers while they find it difficult to recall and crave for one at the moment? That’s
when Ponds Jhappi Van makes an entry to fulfill their wish and make the loved ones
meet.

The films have garnered millions of views on Youtube and reactions on Facebook.

Objective to launch ‘Jhappi Van’ and ‘Pond’s Ki Jhappi’

Embodying warmth, love, and care, ‘Ponds’s Ki Jhappi’ aims to spread the joy of real
hug synonymous with the product Pond’s Cold Cream.

Also Read: When Big Bazaar went the

Emi-Way….
With the launch of #PondsKiJhappi in 2017, the brand looked at ways to take it forward
and build on the same thought.

Also Read: Are social experiment

campaigns dying?
“Interesting consumer insights helped us understand that it’s relationships even beyond
the mother-daughter bond (which is what we’ve shown in our TVC) that hold value when
it comes to ‘care’ – which is what led to the idea of the ‘Pond’s Jhappi Van’. Our new set
of digital films talk about different relationship dynamics and how a ‘jhappi’ is a great way
to show that you love and care,” shared Prabha Narasimhan, Vice President,
Skincare and Colours, Hindustan Unilever.

Creative Thought Process

With an aim to build brand love, Zenobia Pithawalla, Senior Executive Creative
Director, at Ogilvy Mumbaiand the team came up with the Pond’s Jhappi van. She
added, “This ‘hugs’ van gave you the opportunity of returning the love and care you got
from those who showered you with theirs. Bringing alive all the attributes and emotions
that Pond’s Cold Cream stands for.”
 Whether it be devising the
communication for pimple
problems and providing the
consumers with ‘Ponds Pimple
Clear Face wash and It’s Time to
Move on’ or the evergreen ‘Googly
Woogly Wooksh’, Ponds has
always resorted to focus on the
product specifications and
consumer needs until it joined the
storytelling and social experiment
bandwagon. Why Not? Isn’t that
the current content marketing
trend?
However, in the quest to stand out advertisers end up stepping into the same shoes as
the competitors’ trying to fit in by weaving yet another tale with an added or different
twist.

Experts review:

Porus Jose, Creative Head, IdeateLabs

It took me a while to react. Not because I was not sure if I liked it. Let’s say, it’s cute. But
it definitely didn’t make me sit up. Didn’t spread a warmth inside, didn’t make me go,
“Ah. That’s clever” or get me squirming in my seat.
What is the connect between ‘catch up for those lost moments with your parents’ and
‘skin care’? Are brands really getting desperate to stand for a cause?
It isn’t about some brand trying to open your eyes to teenager-parent relationship
apathy, gaining precious goodwill from the cream-slapping populace. It’s the race brands
are running to churn more and more content. To stay ahead in the SEO game. And what
better way than videos. Looks like Pond’s Institute has a back-door entry into a digital
marketing lab. Good luck with the rankings.
Faaizah Husain, Client Services Director, Monk Media Network
A tug at a forgotten heartstring.

In a world of, ‘compulsive emoticoners’ the campaign is a beautiful reminder to express

love to the people who matter the most. It highlights the closest relationships we almost
always take for granted. Something worth observing is that parents’ first reaction was to
be scared and confused rather than feeling loved. The reason this spontaneous affection
seemed out of place is that we do not do it as often as we should. Pond’s has taken a
big step forward from the efficacy driven communication that is commonplace in the
personal care category.

Also Read: Horlicks India’s Passion

Paathshaala rakes in mixed reactions on
social experiment route
Kumar Vansh Moondra, Founder, webtraffic.co.in
Positives
The brand took the initiative to convey to people the importance of those who love them
unconditionally. These people may not be related to you but they love you nonetheless.
Negatives:
The ad looked scripted. Every ad is, but the better ones feel real.The product promoted
through this video, ‘Pond’s cold cream’, seems a bit forced. There is no connect between
the message of this video and the product, which is in contrast to what was done in the
brand’s previous ads with the ‘#PondskiJhappi’ tagline.

3
Who can forget Pond's iconic 'Googly Woogly Wooksh' campaign? It's the first thing that
pops into one's mind the moment we think of a winter cream. In fact, in 2016, 9XM, the
Bollywood music platform, recreated the iconic Pond's Cold Cream tune 'Googly Woogly
Wooksh'. The popular jingle was sung by Monali Thakur and Armaan Malik and was made
into a music video.
Since then, Pond's - the beauty and skincare brand from the house of Hindustan Unilever
(HUL) - has come a long way. The brand has been launching marketing campaigns with
socially relevant messages for quite some time. This year, on the occasion of 'International
Hugs Day', the brand initiated #PondsKiJhappi. The social experiment conducted by Pond's
was a gentle nudge for young people to go over and hug those they love.

No doubt, Pond's has a formidable legacy. But there comes a time for a brand to
create a new one. Therefore, in an attempt to take its legacy of trusted care further,
Pond's recently launched its #SeeWhatHappens campaign. Through this ad, the
brand is trying to become a voice for young girls, speak their language and be the
brand that is on their side.

Conceptualised by Ogilvy India and Singapore, the ad is a heart-warming story of a

young Indian girl pursuing her passion for boxing. It has been produced by Good
Morning Films and directed by Shashank Chaturvedi (Bob).

While the ad shows the girl using a face wash, the message is not about a product. It
is, instead, about "unboxing" your hesitations to #SeeWhatHappens.

Kainaz Karmakar
 Harshad Rajashyaksha

"Before the campaign was launched, detailed research was conducted to understand
the life of a girl, what her day is like and how, despite her brave face on social media,
there are fears that lurk in her heart. We had several brainstorming sessions just to
rule out what did not feel authentic," shares Kainaz Karmakar and Harshad
Rajashyaksha, chief creative officers, Ogilvy India (West) and the brains behind the
campaign.

For now, only one film has been released across digital platforms. But the brand
believes that the thought is strong enough to give birth to a series of films because it's
born from a life-truth.

"With the power of social media, we hope to ignite conversations, just like the film.
Women still feel held back by their inner voices and we want to encourage them to
share their stories. This is exactly what 'See What Happens' is all about," says Prabha
Narasimhan, vice president, Skincare and Colours, HUL.

The ad has gone live across Pond's key markets - India, Philippines, Thailand, and
Indonesia. However, it was quite challenging for the creative team to roll out the
campaign in four countries. "Making sure we had consistency and cultural relevance
in each market was a huge challenge. We will know how successful we are only in the
coming days," admits Karmakar.

"The ad has gone live across Pond's key markets - India,

Philippines, Thailand and Indonesia."
Impressive work?
Sharda Agarwal

According to Sharda Agarwal - co-founder, Sepalika (an online platform for Women's
Health), established brands like Pond's are required to continuously evolve to stay
contemporary and relevant to their target audience.

She says, "While new product features are a sure route to meet this objective,
powerful brands are built when they rise above product constructs and inextricably
sync with consumers' life goals and aspirations. The #SeeWhatHappens campaign
from Pond's, aces this challenge."

ALSO READ: Piyush Pandey's iconic ads over the years...

As far as execution is concerned, Agarwal opines that countless ads often fall flat
because of a forced fit of the brand proposition into the creative. "Pond's latest ad
overcomes that hurdle and makes for an engaging view. The pick of boxing as the
hidden passion is a good metaphor to nudge girls out of the stereotypical role society
expects them to play. The acting by the cast was muted, yet impactful."

4
Unilever-owned beauty brand Pond’s is the latest to embrace the theme of female empowerment and
defying expectations in its Indian marketing. The latest campaign follows a young boxer dealing with
her injuries and struggling to hide her controversial hobby from her family. Throughout the spot, the
protagonist covers up bruises with concealer and lies to her mother – only to find that her mum is
more supportive than she ever imagined.
The campaign’s message is one of self-confidence, encouraging its target audience to overcome the
internal barriers that can stop them realising their full potentia
Prabha Narasimhan, VP, skincare and colours, Hindustan Unilever, said, “Pond’s is an iconic brand in
India with great heritage and equity. It gives us great pride to give it a new take that encourages
women to never hold back and 'See What Happens'. With the power of social media, we hope to ignite
conversations just like the film. Women still feel held back by their inner voices and we want to
encourage them to share their stories. This is exactly what 'See What Happens' is all about."

Kainaz Karmakar and Harshad Rajashyaksha, CCOs, Ogilvy India (West), said, “We are really excited
about launching the new world of Pond’s. It’s a world that is asking young girls to go ahead and say
what is on their minds and do what is in their hearts. Society is ready for their bold moves. The time
has come to go ahead and #SeeWhatHappens. The story that launches this belief is about a young girl
who has the strength to take on the blows of boxing, and yet she has not gathered the strength to
break the news to her mom. Bob (Shashanka Chaturvedi) has done a great job of translating the story
into a powerful film.”

The campaign was created in collaboration between Ogilvy’s Indian and Singapore offices and the
campaign is playing out across India, Thailand, Philippines and Indonesia.

6
ponds has positioned itself for some serious power play with this concept. With so
much happening in the space of empowering women, helping them follow their
dreams, overcoming fears, reaching their full potential, and more, it’s hard to come
up with something that rings as true and fresh as ‘Don’t hold back’ and ‘See what
happens’. The characterisations of the protagonist and her doting yet liberal mother
are nuanced. While the young woman has the guts to follow her gut and learn
boxing, she’s not ready to tell her mother. Not yet. The brand seems non-intrusive
with its presence in the story, something the personal care category is not known for.
This is a campaign I’m waiting to see more of, because there are enough
#SeeWhatHappens stories waiting to be told.

Halonix Radar - Auto On and Off

The last thing that you want when you’ve reached that perfectly cosy sleeping
position is to have to get up -- often, to switch something off. That won’t happen with
this product. Point well made. There’s enough here to keep the viewer interested
through to the end, when the ‘Motion On, Auto On’ message is spelt out. Sometimes
simplicity does the trick. The earlier film (which went live in May) was equally
effective and even a tad more dramatic. But the recent work is far more real and
hence impactful.

Nokia 4.2 - Keeps Getting Better

Nokia has managed to do a couple of product demos and do them interestingly,

thanks to interesting slice-of-life scripts brought to life by a spunky star. The ‘What do
I like to do in Switzerland?’ spot hits a sweet spot that international travelers will
relate to. The brand’s younger target group meantime will love a star they can relate
to being in that spot. The magician film for the 3.2 phone allows Alia to create a little
more drama as she shows off a few tricks on stage before mouthing product
attributes. In either case, the brand’s work is getting better.

Mi Smart TV - Say It See It

The casting gets half the job done. Even for people unfamiliar with the Sarabhais,
their performance works magic. Whacky is where Xiaomi has chosen to dwell and
it’s a good place to be, to ensure it is noticed. The plot puts ‘Sabka Sunega’ in the
spotlight ahead of the star cast. The humour and execution add to the entertainment
quotient. Someone at Xiaomi is listening to the consumer.

Coca Cola - Be The 12th Man

Coca-Cola | ICC Cricket World Cup 2019" data-

thumburl="https://i.ytimg.com/vi/ji4Yqa4Qtuk/mqdefault.jpg">

Timing is king. ‘Be the 12th Man with Coca Cola’ packs the right amount of fizz and
flavour with Rishabh Pant and Yuvraj Singh for star power, yet the game of cricket
remaining centrestage. “You don’t have to be in the team to be part of the team” and
the selfless contribution of the 12th Man and his own aspirations are captured
emphatically. This one blends in effortlessly with the mood this cricket season.

Beauty and skincare brand Ponds has come up with an impactful

campaign which has a message that is usually not seen too often in the
category. In its latest spot titled #SeeWhatHappens, the brand is
encouraging women to listen to their inner voices so that they can
overcome their internal barriers. The film, conceptualised by Ogilvy
India and Singapore is about a young girl who is determined to follow her
passion for boxing, despite her fear of how her mother will react to her
decision. The video portrays her inner struggle very sensitively and does
a good job of sending out a good message, not restricting the
communication to talks of beauty

Uber’s #ParksNotParking

Going with the mood of the country that is going gaga over the ICC
Cricket World Cup, Uber has come up with a campaign that features an
uplifting video. This is Uber’s attempt at encouraging cities to rethink
urban planning, to build more sustainable space.

The campaign aims at raising awareness about the ills of growing

congestion and pollution in cities which is turning many of them into
giant parking lots, thereby underscoring the urgent need to better utilise
urban spaces for building parks. Besides providing much needed
oxygen, parks will also provide residents and sports enthusiasts the
space to play.

As a part of the initiative, Uber will be setting up cricket nets in high

footfall areas in Regal cinemas in Mumbai, South Extension in Delhi and
Phoenix Market City in Bangalore to encourage residents to play the
game and more importantly, rethink how they can build more
sustainable cities.

Axe’s 'Ab Teri Baari'

Thanks to the success of Gully Boy, rap is becoming the most-oft used
way of expressing among young Indians. Taking note of this trend,
deodorant brand Axe has collaborated with digital content
platform Arre and media agency Mindshare to come up with a song called
Ab Teri Baari featuring actor Ayushmann Khurrana and rapper Naezy. The
music video features the stories of Indian football captain Sunil Chhetri,
Dance Superstar Dharmesh Yelande, YouTube Sensation ‘BeYouNick’
and the Made in Heaven actor Shashank Arora. The song is a call to
action for Indian guys to stop worrying about the rules of society and the
dreaded ‘Log kya kahenge’ and focus on finding what makes them
unique instead.

On a similar vein this past week, another HUL brand, Pond’s, tried to do
with women what Axe tried with the men. Except in this communication
there is no celebrity involved. The new Pond’s campaign, See What
Happens, is the gritty story of a young girl pursuing a passion in boxing.
She deals with the dilemma (and guilt) of revealing this overwhelming
passion of hers to her mother. She uses a cream to camouflage everyday
the blows dealt by the opponent from her mother. And everyday, she tells
her mother that she was in the college library, instead of revealing her
boxing obsession. One day she finally she musters the courage to wash
off the cream that hides her bruise and reveals to her mother that she’s
training to be a boxer.
The Pond’s film is nowhere in the class of the Axe video. The finesse is
lacking. The drama is missing. The tension ‘within’ is not really palpable or
visible. It is a good story, sans histrionics; which may actually not be such
a bad idea though, because the film has a touch of honesty. The girl is just
an ordinary girl who has set her heart on doing something that is not so
ordinary.
Her dilemma, the desire not to make her mother panic, is also a very
understandable common-man reaction. Actually, it is not as much ‘hiding’
from the mother as ‘protecting’ the mother from shock that makes the
Pond’s communication real and worthy of empathy. But the most
commendable part of the girl’s story is her mother’s reaction: the other girl’s
face looks worse than yours, right? What a beautiful way of showing
support and encouragement!
Well, we live today in a world that is asking our young girls to go ahead
and say what is on their minds and do what is in their hearts. Society is
readying every single day for their bold moves. The time, says Pond’s, has
come to go ahead and #SeeWhatHappens. The story in this commercial
that merits thought is how a young girl who has the strength to take on the
blows of boxing, cannot gather the strength to break the news to her mom.
That is India. An India where courage and ambition are still tempered by
tradition and societal norms.
It is nice to see a bellwether advertiser like HUL change its overall
orientation to advertising in the past couple of years. Their advertising is
increasingly progressive, challenges the status quo and tries hard to break
with tradition. One has seen that with Surf, and with Brooke Bond also.
Now with Axe and Pond’s too, the effort is for all to see. Hope brave new
ideas continue to prevail!
(The author is a media and advertising veteran)

Tanishq
Brand Tanishq is known to create path-breaking ads that have tackled stereotypes
and have touched hearts. The ads have never been only about jewelry, but the
messaging weaved in the story has always stood out and left an impact. At a time,
when other brands reflected the rigid thinking of the society in their commercials,
Tanishq was bold and latched to the progressive audience.

With their creative agency, Lowe Lintas, Tanishq has created some great scripts. For
instance, the second marriage of a dark complexioned woman with a young
daughter was widely appreciated and will always remain fresh in the memory of all
the viewers.

On Raksha bandhan, Tanishq thought about why not celebrate the beautiful
relationship that exists between two sisters. The idea of a mother-in-law gifting a
diamond to her daughter-in-law on her birthday is often not spoken about, but the
brand highlighted the beauty of this relationship as well. The ad, where the grand ma
forbids her grand daughter to marry her Punjabi boyfriend who is in the same
community broke all stereotypes, because it showed that the older generation is not
what we all think- backward. Women in their 40s, well settled in their personal and
professional life, are also shown to be enjoying their life, with friends.

Brands under the Tanishq umbrella, like Mia or Divyam, have also maintained the
same tonality and have urged women to move forward in their life and not get
deterred by challenges framed by the society.

On the occasion of thire 20th year celebration of Tanishq, Social Samosa takes a
look at best Tanishq campaigns which created a mark and stood out in the last few
years
Tanishq encapsulates emotions
that run across customer’s mind
while buying jewellery
Conceptualised by Lowe Lintas, the campaign speaks about
customisation, purity and range of products that Tanishq
offers to their customers
anishq, the jewellery brand, has released a series of videos that beautifully
encapsulate the emotions that run across a customer’s mind and how these
apprehensions are understood and well taken care of by Tanishq. This campaign
is the brand’s way of saying it to all that, “Aapke apne hain hum”.
Conceptualised by Lowe Lintas, the campaign speaks about customisation,
purity and the range of products that Tanishq offers to their customers.

Deepika Tewari

Deepika Tewari, Associate Vice-President, Marketing, Jewellery Division at

Titan Company Limited, said, “Through this campaign, ‘Welcome to Tanishq
- Apke apne hain hum’, we wanted to depict the crucial aspects like
customisation, purity and wide range of products that Tanishq aims to provide
to each of their customers, along with best in class retail experience. The
making of these series of videos and working on delivering the thought behind
them have been a pleasure and we hope these would go on to serve their purpose
well.”
Sagar Kapoor, Creative Head at Lowe Lintas, said, “The creative challenge for
us was to communicate the little known, but very relevant, aspects about the
brand in an interesting way. Our inspiration came from the actual experiences o f
the store staff. They have seen the customers react in the most delightful way
when they were told about things they weren’t aware of like customisation,
regional jewellery etc. This to us was a great way of giving them information on
Tanishq, just the way they will accept it.”

The customisation highlights of how Tanishq has been taking care to satisfy the
exact requirements of each customer. Special care is taken to achieve that
perfect cut, finish and designing of the product.

The purity aspect highlights of how Tanishq takes extra care in manufacturing
their product. The state-of the-art Karatmeter present at every Tanishq store is a
very accurate way of measuring the purity of gold. Old gold is melted and
weighed in front of the customers at every showroom to guarantee 100%
exchange value on gold. Tanishq also offers 100% value (at prevailing rates)
when exchanging diamonds, polkis, rubies or emeralds. The making charges
start at only 8% and the regional designs start at only 5 grams, to ensure that
one can choose a trusted Tanishq piece every time they want to buy a piece of
jewellery.

Tanishq also aims at offering a wide range of products in order to appeal to their
customers located across the country. The range of products is designed to cater
to both the north and south markets. This is to address the fact of how Tanishq
has been serving people from all regions irrespective of their state or any other
distinctions.

ewellery brand Tanishq has launched an interesting campaign, ‘Welcome to Tanishq – Apke
apne hain hum’ depicting the various aspects which makes it one of the most loved jewellery
brands in the country. The campaign has released a series of videos which encapsulate the
emotions that run across the customer’s mind and how these apprehensions are understood and
well taken care of by Tanishq. A Tanishq is for all and this campaign is the brand’s way of saying
it to all that, “Aapke apne hain hum.”
Conceptualised by Lowe Lintas, the campaign speaks about customisation, purity and range of
products that Tanishq offers to their customers.The customisation aspect highlights how Tanishq
has been taking care to deliver the best product by satisfying the exact requirements of each
customer.

The Purity aspect highlights how Tanishq takes extra care in manufacturing their product.

The state-of the-art Karatmeter present at every Tanishq store is a very accurate way of

measuring the purity of gold. Tanishq also plans to offer a wide range of products in order

to appeal to their customers located across the country. The range of products are

designed to cater to both the north and south markets.

Speaking about the film, Deepika Tewari, associate vice president – Marketing, Jewellery
Division at Titan Company said, “Through this campaign, ‘Welcome to Tanishq – Apke apne hain
hum’, we wanted to depict the crucial aspects like customisation, purity and wide range of
products; that Tanishq aims to provide to each of their customers, along with best in class retail
experience.”

Meanwhile, Sagar Kapoor, creative head at Lowe Lintas, said, “The creative challenge for us was
to communicate the little known, but very relevant, aspects about the brand in an interesting way.
Our inspiration came from the actual experiences of the store staff. They have seen the
customers react in the most delightful way when they were told about things they weren’t aware
of like customisation, regional jewellery etc. This to us was a great way of giving them
information on Tanishq, just the way they will accept it.”

Tanishq has launched an interesting campaign depicting the various

aspects which makes the brand one of the most loved jewellery brands in
the country. The campaign has released a series of videos which
beautifully encapsulate the emotions that run across the customer’s mind
and how these apprehensions are understood and well taken care of by
Tanishq. Its for all and this campaign is the brand’s way of saying it to all
that, “Aapke apne hain hum.”
Conceptualized by Lowe Lintas, the campaign speaks about customization,
purity and range of products that the company offers to their customers.

The customization aspect highlights of how meticulously Tanishq has

been taking care to deliver the best product by satisfying the exact
requirements of each customer. Special care is taken to achieve that
perfect cut, finish and designing of the product.
The Purity aspect highlights of how Tanishq takes extra care in
manufacturing their product. The state-of the-art Karatmeter present at
every Tanishq store is a very accurate way of measuring the purity of gold.
That’s how the brand makes sure that every gold item taken home is
nothing less than the best. Old gold is melted and weighed in front of the
customers at every showroom to guarantee 100% exchange value on gold.
Tanishq also offers 100% value (at prevailing rates) when exchanging
diamonds, polkis, rubies or emeralds. The making charges start at only 8%
and the regional designs start at only 5 grams, to ensure that one can
choose a trusted Tanishq piece every time they want to buy a piece of
jewellery.
Tanishq also aims at offering a wide range of products in order to appeal to
their customers located across the country. The range of products are
designed to cater to both the North & south markets. This is to address the
fact of how Tanishq has been successful in serving people from all regions
irrespective of their state or any other distinctions. Tanishq was and will
always be Aapka Apna Tanishq.
Speaking about the film, Deepika Tewari, Associate Vice President –
Marketing, Jewellery Division at Titan Company Limited said, “Through
this campaign, ‘Welcome to Tanishq – Apke apne hain hum’, we wanted to depict
the crucial aspects like customization, purity and wide range of products; that
Tanishq aims to provide to each of their customers, along with best in class
retail experience. The making of these series of videos and working on delivering
the thought behind them have been a pleasure and we hope these would go on to
serve their purpose well.”
Quoting about the film, Sagar Kapoor, Creative Head at Lowe Lintas,
said, “The creative challenge for us was to communicate the little known, but
very relevant, aspects about the brand in an interesting way. Our inspiration
came from the actual experiences of the store staff. They have seen the
customers react in the most delightful way when they were told about things
they weren’t aware of like customization, regional jewellery etc. This to us was a
great way of giving them information on Tanishq, just the way they will accept
it.“