Tanishq’s campaign ‘Heera Ho Tum’ redefines women’s connection with diamonds

With the message ‘Every Woman A Diamond’, the TVC emphasizes that every woman’s journey and her intrinsic value deserve to be recognized and celebrated

Tanishq has launched television commercial titled ‘Heera Ho Tum’, which showcases the empowerment and self-expression of Indian women as they embrace their authenticity and wear diamonds that reflect their inner brilliance. The campaign has been widely promoted across various platforms, including television, print, outdoor spaces and social media.

At the heart of the campaign is the concept ‘Heera Ho Tum’, holding up the intrinsic value of women and the significance of diamonds in their lives. The campaign urges women to cherish diamonds in all the pivotal moments of their lives, regardless of their scale. The overarching message –‘Every Woman A Diamond’ – beautifully encapsulates the idea that every woman’s journey is reminiscent of the brilliance and elegance that diamonds symbolize.

Conceptualized by the advertising agency Lowe Lintas, the emotionally charged film portrays a woman and her daughter exploring diamond jewellery at a Tanishq store. Throughout the narrative, the woman contemplates whether she truly desires or needs a diamond, reflecting on the extraordinary moments she’s experienced. Ultimately, a powerful realization dawns upon her – her life, with its array of joys, challenges and triumphs, radiates as brilliantly as a diamond. Every facet of her existence gleams with significance and unique brilliance.

Ranjani Krishnaswamy, General Manager, Marketing, Tanishq, says, “Every woman a diamond’ is a celebration of ‘her’ life. At its core, diamonds symbolize a woman’s journey. This campaign showcases a woman’s understated perspective of her journey – her seemingly ordinary lens on her extraordinary life, her evolution from where she started to who she is today. The storytelling reflects the lens through which women view their lives, navigating numerous victories, achievements, and defining moments, yet often seeking reasons to celebrate themselves. Our aim was to plant the seed of the idea that her life itself is a cause for celebration, devoid of any justification. A Tanishq diamond perfectly encapsulates this celebration.”

Courtesy: afaqs.com