TBZ-The Original sums up the excitement of two families in a wedding with ‘Band Baaja Aur TBZ’ campaign

MUMBAI: TBZ-The Original has recently come up with a new wedding season campaign called ‘Band Baaja Aur TBZ’. As a brand with a nationwide reach, TBZ wants to connect with brides from all walks of life because of the similarity of excitement for the D-day. With #BandBaajaAurTBZ, they wanted to speak their language, one that succeeded in tugging at their collective heartstrings.

Talking about the thought process behind the launch of the campaign, Binaisha Zaveri, Director, TBZ-The Original, said, “They say marriage is seldom a union of two people, but actually a union of two families. It’s a celebration of two individuals carrying two different worlds who come together to share a bond for life. Jewellery plays an ethnic and spiritual meaning during weddings.”

The campaign was launched on 20 November 2021 and consisted of amusing illustrations and brief notes about the camaraderie that starts with the bride joining her in-law’s family. From an excited father-in-law, a helpful brother-in-law, an attentive sister-in-law to an understanding mother-in-law, the journey of the wedding comes full circle with the new relationships based on the similar fabric of love, conveyed TBZ through the campaign that concluded on 21 December 2021.

With the high number of weddings this year, the brand had carefully designed and curated a wedding collection for brides pan-India in gold as well as diamond jewellery. The collection focuses on timeless designs that will be in vogue even years later.

According to Binaisha, TBZ is quite pleased with the positive response on the campaign. “Across the social media platforms such as Facebook, Instagram, YouTube and digital platform Google, the content has reached out to more than 25 million people and the video has got more than 4 million views. The engagement rate increased by almost 600% with the campaign creatives and the click-through rate (CTR) was also above the industry benchmark,” Binaisha added.

Written by Manoj Chakraborty

RJ Exclusive