The one minute fifteen seconds commercial is conceptualized by Lowes Lintas and directed by Deepak Thomas, Lucifer Circus Productions. The advertisement shows three senior citizens discussing what they get as a gift for the girl who helped them during these tough times and ends up giving her a Vighnaharta pendent. The commercial is layered with a beautiful voice that explains the bond between Lord Ganesh and the people.

“This Ganesh Chaturthi, we choose to focus on the Vighnaharthas in our lives. They say god comes in many forms and more often in the form of a man. This catastrophe has seen the resurgence of humanity as a force. People came together to fight the multitude of challenges this pandemic & lockdown posed, new relationships of care and concern were forged, in small yet significant ways people reached out to help within their community, neighborhood, & country at large. This film is a tribute to all those Vighnaharthas in our lives. This moment also inspired our team of designers to craft a collection of Ganesha pendants as a prayer to the Remover of Obstacles,” says Ranjani Krishnaswamy, General Manager, Marketing, Tanishq, Titan Company Limited.

Puneet Kapoor – Regional Creative Officer, South, Lowe Lintas said “The film celebrates compassion, care, kindness and grace that we see all around us with the many people who channelize the divine aspect of Vighnaharta in our lives. This story is of one such Vighnaharta told in a very interesting way that nudges us to notice such beautiful people around us, and express our appreciation and gratitude towards them. Borrowing from that very spirit, a great appreciation for the collaboration between Team Lowe Bangalore and Lucifer Circus.”

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Now that the shops are open for business and people are stepping out of their houses to the outside world, Tanishq has announced their new safety standards which will be followed in their stores. They have now installed UVC Chambers and  Pulse Oximeters to increase safety as the COVID cases are still in peak.

Use of face shields and gloves are essential for all workers and their Oximeters are used to check the Oxygen saturation levels which would indicate any distress in respiration. The customer’s wallet, bags, keys and cards will be sanitized in the UVC Chamber. Apart from this, they have installed sanitizing doormat for foot wears and thermal guns to check the temperature of customers.

The billing option is fully done in online mode to avoid contact through payments. The brand is also offering safe transportation for their workers who travel from different parts of the cities. The company has developed a Gold Standard safety ebook that emphasizes on their new safety regulations which they follow.

“We’ve kept the well-being of our customers & employees paramount by adhering to the highest standards of safety in all our stores. Our safety measures have received the highest rating in our rolling NPS survey with 28% customers rating it the best! Now, with rising Covid-19 cases, we are going further on safety by deploying UVC Chambers, Pulse Oximeters & Face Shields in our stores. This is in addition to steam cleaning all jewelry after every customer trial. With these additional measures, our stores are the safest to buy jewelry. However, in the last one-month #customers have chosen to buy jewelry through video calls and we are very happy to serve the best experience both in store as well as at home,“said Arun Narayan, AVP Category, Retail and Marketing, Tanishq, Titan Company Ltd

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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.”

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