A Gem from Tanishq

April 26, 2011 at 9:20 am 6 comments

Tagline: True Diamonds

Campaign: The advertisement shows a husband (Amitabh Bachchan) wanting to surprise his wife (Jaya Bachchan) on her birthday with a diamond necklace. But with the fear of not having enough information about the gift, the husband decides to do some homework, visits a Tanishq store and gets complete information from them. After this, he confidently presents the necklace to his wife and passes on all the information he gathered – the wife is very impressed, but like all women, never satisfied and quibbles about not getting bangles to go with it.


Two key consumer concerns have been addressed through the ad – their need for knowledge about diamonds to make an informed decision and the trustworthiness of the jeweller

It hits the mark when it tries to demystify the confusion and common questions that most people have when buying diamonds. Typically diamonds are assessed basis 4Cs – Cut, Color, Clarity and Carats. The ad addresses two of these four Cs– Clarity and Cut. The ad very clearly and simply informs about the different gradations of clarity in diamonds by explaining abbreviations like VVS, VS, SI. In addition, it also explains how cut is important for the radiance of a diamond – Amitabh holds up the necklace near the lamp and talks about the excellent cut of the diamonds and how it leads to reflections and refractions.

Tanishq, a TATA brand, needs no backing for its trustworthiness, but given that it is such a big-ticket item and how important jewelry purchases are in any family, be it a first time shopper or someone who already owns diamonds, the question of reliability and trustworthiness always creep up. This has been addressed in the ad in multiple ways – claim about no mixing, so all diamonds are of the same clarity and the promise of buy back at current diamond prices – this just puts the consumers at ease instantly.

Not only is it the casting apt, the actors are portrayed in a very real light, in a very real setting – any normal couple would be having a similar conversation in such a situation, it just resonates brilliantly with everyone.

This ad also differentiates itself from the others – most jewelry ads always dial up the emotional benefits – be it Asmi for “I believe in me”, Gili for “Eternally timeless”, Orra forOwn a piece of Eternity”. What is refreshing about the new Tanishq ad is that it is informative in a very realistic relatable context.

Only one quibble about this ad – while good individually, it does not have anything in common with the previous Tanishq ads (click here, here and here to see some previous ads), which were also good individually. There doesn’t seem to be a clear theme about the brand emerging from these ads, in the long-term, this could lead to a lack of a clear brand identity.

Do let us know your thoughts….

Roshni Jhaveri

Entry filed under: Advertisements, Branding, Communication. Tags: , , , .

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6 Comments Add your own

  • 1. RJ  |  April 27, 2011 at 7:31 am

    There is a similar article written on this Tanishq ad in the following link on Diamonds.net:


    “What is refreshing about the new Tanishq ad is that it is informative in a very realistic relateable context.” I completely agree with this comment. The Tanishq ad is so much more in tune with how the consumer experience really is as opposed to the “fluff” that they show in other ads referring to “women of spirit” and the like. It might be different than their ads in the past but I think they are changing their marketing strategy. It would be interesting to see how they followup with this.

    I remember reading an article somewhere about how consumers have begun to react more favorably to honest and authentic marketing. “In light of the consumer’s more complicated decision-making process, says Austin, more than ever before, brands need to communicate who they are in a way that’s authentic, real and accessible so people can find their way to them” I think Tanishq is doing just that and doing is successfully.

    The link to this article is below:

    India and China are spearheading growth in global jewelry sales and it would be very interesting to see what kind of innovative marketing campaigns existing and new jewelers bring to the table as competition gets more fierce. For instance, a lot of jewelers overseas have started to resort to social media marketing and I think Indian jewelers will start doing the same soon.

    The biggest challenge I see in India is that consumer preferences are so diverse in terms of the quality, value perceptions and designs of jewelry. Identifying market segments and positioning brands is very challenging. That is probably why most jewelry ads are quite ambiguous in terms of the market they are targeting.


    • 2. RJ  |  April 27, 2011 at 7:35 am

      And yea – what is you take on my last paragraph? How should jewelry companies identify segments and position themselves accordingly? Most large retail chains are coming up all over India – everyone from Orra, Gitanjali and TBZ plan on opening 10-20 stores in tier 1, 2 and 3 cities. But with the consumers being so diverse how can they make sure that they do not exclude one segment by including another?


    • 3. escapevelocityblog  |  April 27, 2011 at 11:21 am

      Hi R,
      Thanks for your really long comment. It’s really good fun – and informative – interacting with you over the blog.

      With reference to your comment on the Tanishq ad, our next post was in fact going to be about their past ad campaigns and how we hope they will follow up on this ad. Two key points which I will just mention here and discuss in more detail in the post – the need to build a clear and consistent positioning for the brand, and the possible need to differentiate a diamond jewellery range from the gold jewellery range.

      Thanks for the link to te RapNet article. Just finished reading the entire article. Found it interesting not just for the jewellery industry information, but also for the information on the different demographic segments and ethnic groups in the U.S, their attitudes and buying behaviour.

      Your last paragraph needs a whole discussion / presentation in order to completely address it ! I agree with you, given the diversity of consumers, the occasion (bridal, office-wear, evening out etc), the number of people involved in the purchase (consumer, couple, young woman + parents, parents alone etc) and the kind of jewellery sought (gold vs. diamond, traditional vs. modern design, light vs. heavy designs etc) there definitely needs to be some segmentation of the market. A few large brands have started to do this already, but there seems to be some confusion and a proliferation of somewhat undifferentiated brand identities. Going ahead, I think a lot more companies would look at creating different brands or sub-brands under a mother brand umbrella. How well they do this, only time will tell. Those that invest in a thorough segmentation exercise and understand the consumer well will probably reap rich dividends.



  • 4. Sagar  |  June 2, 2011 at 1:36 pm

    You mentioned about ethical and total disclosures. But beware, Tanishq promises that “you can exchange the diamond jewellery if you do not like it at current market price.”(Amitabh says so in the ad) but in reality the window for this exhange is only 7 days. After 7 days Tansihq would not entertain any refund/exchange/buy-back requests. Read the Terms & Conditions at the bottom left side of Tanishq website, http://www.tanishq.co.in


  • 5. ganesha silver frames  |  November 5, 2012 at 10:47 pm

    It’s in fact very difficult in this full of activity life to listen news on TV, so I only use the web for that reason, and take the hottest news.


    • 6. escapevelocityblog  |  November 6, 2012 at 3:37 am

      Glad to see you visit the blog.
      Just like you, more and more folk in urban areas – amongst those that access the internet on a regular basis – are beginning to follow the news online, rather than in print or on TV.



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