Tanishq launches Dua ka sona 2.0
Tanishq India’s fastest-growing jewelry brand has launched a brand new campaign ‘Dua Ka Sona 2.0’. The campaign is created in acknowledgment of Tanishq’s spirit of giving and highlighting its efforts towards its employees during this challenging time. It aims to bring into light the importance of kindness, empathy, and brotherhood during hard times like in the wake of this COVID-19 crisis, the campaign also communicates the message that every act of kindness and every effort, be it small of big, comes with blessings.
Tanishq highlights that the campaign hopes to bring forward the idea of ethical, responsible, and sustainable business practices which has been the core mantra for the brand since its inception. With an attempt to give back to society, the brand has taken steps to uplift and support the lives of karigars (workers) and help them deal with the effects of Covid-19.
“Dua Ka Sona becomes even more meaningful now, as India unlocks and the restart of the value chain will enable millions of karigars to revert to their normal livelihoods. Customers can feel happy to know that their jewelry and gold purchases will enable the wheels of the entire ecosystem to start churning again,” the brand said.
The campaign comes up with stories of various people impacted by the pandemic, in its 1 minute 30-second long film, it tells their connection with the brand like Alok, Samar, Arifa and Parvati. In signature Tanishq style, the video highlights the sentiments in the context of human interactions and connections like a wedding, or a young girl gifting jewelry to her mother.
Ajoy Chawla, chief executive officer, jewelry division, Titan Company, said, “We think this communication will be meaningful to all those who are part of the new India, pushing for progress, thinking and aware individuals who seek meaningful, purposeful brands and in general a more wholesome way of living. Today’s Indian customer is global in her outlook, and has a deep sense of aspiration in India’s real progress.”
The campaigns targets audience are those who prefer Tanishq than any other brand and that audience, belongs from a wide variety of segments, he added. It comprises the wedding buyer, to those who are buying for personal milestones. From the plain gold rooted yet progressive woman to the modern and urban diamond-studded buyers who seek adornment. From the millennial working young adult to the well-settled family home-maker.
“We haven’t talked about this aspect of the brand much in the past, even while we have been doing what we have believed to be the right way to work. This time we feel, it is also good to share what we feel is an important back story of Tanishq. The timing felt right to bring out this lesser-known aspect of the brand. We will continue to stimulate demand and build desire over the next few months as we hope to rebuild consumer confidence. This platform of ‘Dua ka Sona’ will enable us to build a more meaningful connection even as we are working to rebuild consumer confidence,” Chawla added.
Tejas Mehta, chief operating officer, and Prakhar Deogirikar, creative director, WYP Brand Solutions, added, “A strong property is one that can work for a brand at various times. Dua ka Sona is something we launched for Tanishq last year, showcasing how all the blessings they have gotten from the initiatives for karigars, women empowerment, and the environment, are imbibed within their gold. But when the recent tough times hit, smaller acts took precedence over big ones. During this time, Dua ka Sona became even more relevant than before. It became a platform where not just the brand, but also the consumers could pitch in their stories. Here’s hoping the campaign inspires people to relive and share those small acts of kindness that helped them through the tough times.”
