The TVC is shot to be a 60-second clip depicting various facets of a traditional South Indian marriage
MUMBAI: Tanishq, India’s trusted jewellery brand, has unveiled a new television commercial (TVC) aimed at its extensive customer base in Tamil Nadu. Featuring Southern superstar Nayanthara, the campaign highlights Tanishq’s deep understanding of local culture, customs, and consumer preferences.
The 60-second film, conceptualised in collaboration with Lowe, showcases Nayanthara participating in various celebrations, including a child’s first birthday, a baby shower, and a golden wedding anniversary. To enrich the local flavour, the montage is set to “Kummi adi,” a traditional Tamil folk song that resonates with celebrations from weddings to intimate family ceremonies.
Deepika Tewari, associate vice president of marketing for Titan Company’s jewellery division, remarked, “Tamil Nadu has always been a key focus market for us. Our first store opened in Chennai, and our factory is located in Hosur. Tanishq’s traditional designs align perfectly with the jewellery preferences of Tamil Nadu. This film emphasises our deep-rooted presence in the joyous and auspicious moments of our customers’ lives. Nayanthara’s elegance adds an extra layer of allure to the narrative.”
Sagar Kapoor, National Creative Director at Lowe Lintas, commented on the film’s emotional resonance. “With numerous jewellery brands in Tamil Nadu, Tanishq needed a strong emotional connection to engage customers. The film speaks the language of connection, reaffirming Tamil identity through the popular folk song. Nayanthara embodies grace and joy, enhancing every celebration depicted in the film,” Kapoor maintained.
Tanishq’s new TVC aims to reinforce the brand’s place at the heart of significant cultural moments in Tamil Nadu, celebrating both tradition and the brilliance of gold.
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