Lowe Lintas Bangalore is behind a campaign for jewellery brand Tanishq that centres on the mixed emotions felt by fathers on their daughter’s wedding day.
The multi-channel campaign is promoting a new design called Rivaah, with Tanishq linking the jewellery with a father’s wish to provide the best for his daughter.
The work from Lowe Lintas spans weddings across different Indian cultures in a bid to expand the appeal of the product.
“There are many Indias within India and there are many cultures, sub-cultures, traditions, beliefs and rituals especially when it comes to weddings,” Lowe Lintas Bangalore president Hari Krishnan said. “Our attempt has been to reinforce the fact that Tanishq understands this diversity and showcase ‘Rivaah’ as a collection that is relevant for brides from different parts of the country.”
The agency’s executive director Rajesh Ramaswamy described the campaign as “exciting and challenging”, explaining they needed to find a commonality that transcended cultural borders.
“We landed on the everlasting love a father has for his daughter,” he said, “We felt that it would be quite unique to show the same love in various different ways. Which is why we portrayed the mixed emotions that a father feels on his daughter’s wedding day.”
Agency: Lowe Lintas, Bangalore
Creative: Arun Iyer, chief creative officer; Rajesh Ramaswamy, executive creative director; Ujjwal Kabra, group creative director; Adarsh Atal, unit creative director; Indrasish Mukerjee, unit creative cirector
Account management: Hari Krishnan, president; Sudhir Rajasekharan, senior VP; Bhupender Agarwal, AVP; Rini Nandy, brand services director; Vishwa R, brand services manager
Production House: Crazy Few Films (Anupam Mishra)