Tanishq assures buyers of product quality, variety with heartwarming campaign

The Retail Jeweller brings out an interesting campaign story of Tanishq where they highlighted the emotions and apprehensions that run across the customer’s mind while purchasing jewellery. Read this post to learn more:

–Shubham Dasgupta

“Aapke apne Hain hum,” the tagline is so welcoming. So is the aim of Tanishq, to include the entire spectrum of jewellery lovers. This jewellery giant has been turning heads with their innovative campaigns since decades and this time, they have faced the concerns, disbeliefs and expectations of customers with a grand campaign.

Deepika Tewari, Associate Vice President, Marketing Division, Tanishq, feels the sales staff are the ones to thank for. “Our inspiration came from the actual store experiences. Often it has been witnessed by the Tanishq support staff that the customers react in the most delightful way when they were told about things they weren’t aware of like customization, regional jewellery, purity check with karatmeter etc,” she said.

As a massively popular mass jewellery brand, Tanishq wanted to be all-inclusive and highlighted the emotions and apprehensions that run across the customer’s mind while purchasing jewellery. From serving tea made for diabetics to showing the true value of old jewellery with the help of karatmeters, Tanishq instilled the faith that luxurious experience is not restricted to elites only.

The campaign is targeted to all the consumers from every corner of India. “We have received a lot of positive traction on these series of videos on digital because it highlights the key emotions of customers. We are also getting a lot of product-related queries from these videos,” said Tewari.