Indian jewellery brand Tanishq launches campaign amid rise in sales of synthetic diamonds

Indian jewellery brand Tanishq has launched an ad campaign in response to rising sales of synthetic diamonds.

Created by 22feet Tribal Worldwide, the ad demonstrates what consumers should look for when buying the precious stone.

The ad also illustrates how the brand selects its diamonds and that “the process of finding that perfect Diamond is akin to the journey of finding true love”.

It will run on the brand’s social platforms along with digital and print executions.

Tanishq AVP marketing, Deepika Tewari, said: “Diamonds and solitaires are an expression of celebration and exclusivity. However, the quality of solitaires is very difficult to ascertain and there isn’t a lot of information in the marketplace for customers to rely on.

“Through this campaign, we [wanted] to really address the situation by bringing ahead pointers that consumers need to keep in mind when investing in diamonds.”

DDB Mudra Group chief executive Vineet Gupta said the intent was to showcase the brand “while educating consumers about Tanishq’s strict, multi- step selection process for their solitaires”.



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