In India jewelry are incomplete without a dash of gold. Gold signifies purity, marriages, celebrations, and occasions. When it comes to buying jewelry especially gold, Tanishq is India's most preferred jewelry brand. It is known for its fine craftsmanship, innovative designs, and excellent product. Showcasing the goodness that comes with its jewelry, Tanishq launched a new ad campaign #DuaKaSona.
Conceptualized by WYP Brand Solution, the campaign consists of three films that are also available in seven vernacular languages. The video highlights #GoodnessOfTanishq and conveys the message that when you choose Tanishq, you choose the gold that is covered with the blessing of every life it has touched. The campaign brings to light the ethical, responsible and sustainable practices exercised by the brand since its commencement.
The first video of the campaign is titled 'Jewelry that is blessed by Karigars'. The video shows a bride receiving a Tanishq gold set on her wedding and how that wedding becomes an equally special occasion for the Tanishq workers. It portrays how buying a piece of jewelry from Tanishq makes the life of its Karigars better. It also highlights the fact that Tanishq is committed towards taking care of the health and safety of its workers.
The second video is titled 'Jewelry that is blessed by Nature'. The video shows a daughter surprising her mother by gifting a Tanishq Gold Bracelet and how along with her mother, the environment as a whole takes pride in her success. The video shows how Tanishq gold jewelry is good for the environment and how the brand is committed towards building a more environment-friendly and sustainable business.
The last video is titled 'Jewelry that is blessed by Women. The video shows how a grandmother presents Tanishq gold earrings at the naming ceremony of her granddaughter. The video displays how the child is also blessed by the numerous women who are benefitted from the Tanishq initiatives such as ‘All Women Self-Help Karigar Group in India’, ‘Titan Kanya Program’ that helps in educating girls. The video highlights Tanishq's commitment to empower women and educate girls in India.
Speaking about the film, Deepika Tewari, AVP – marketing, jewelry division, Titan Company, said, “The campaign ‘Dua Ka Sona’ is an attempt to highlight Tanishq’s relentless commitment to various entities– environment, karigars, women and a girl child. Being in the Indian market for over two decades and serving millions of customers, through this campaign we wanted to bring alive the blessings and love that is reflected in our jewelry by all the beautiful hands it touches. For us, making these ‘Goodness of Tanishq’ films and working on delivering the thought behind them has been an emotional journey and we are confident these videos create a sense of responsiveness to society as a whole.”
Amit Akali, MD, and CCO, WYP Brand Solutions-What's Your Problem, "It’s an honor to create communication for an iconic brand, which has a deeper purpose to exist. Tanishq has not just been crafting jewelry but building the lives of Karigars, communities, the future of destitute women, school and, a sustainable future too. So when we got the opportunity to bring alive everything this brand does, we went about it the classical way - actually visiting the factories and townships, speaking to the Karigars, employees, the school-going children of their workers, meeting & listening to the women they had empowered through their NGO's, witnessing their initiatives implemented for recycling water and using renewable energy, trying to understand the magnitude of what the brand did other than just make jewelry. We then realized what the brand meant when they said every piece of jewelry was 'Truly Blessed'...and the creative wrote themselves".