Jewellery brand Tanishq takes light-hearted dig at Indian men who leave all the work to their wives

A campaign for jewellery brand Tanishq has ticked off men in the Indian state of Kerala for lazing around during the annual Onam festival and told them to do something special for their overworked wives

An 80-second ad created by Lowe Lintas features a soundtrack lamenting the minimal efforts men put into organising the festivities which mark the start of the harvest season.

The spot ends with the husbands presenting a gift to their wives.

Lowe Lintas claimed the multi-channel campaign broke with usual festival-based ads where marketers “give freebies, launch promotional schemes, or bundle offers”.

Lowe Lintas chairman and chief creative officer Arun Iyer said: “We created a concept that is quite different from any other Onam festival communication. While most of the brands directed their communication towards the women and invite them to buy jewellery, we spoke to the men.”

The soundtrack talks about the ordeals that the women go through to prepare for the festival, and how the husbands are going to say thanks.

“This is where Tanishq comes in,” Iyer said.

The campaign is promoting Tanishq’s new Sampoorna collection.


Client: Sandeep Kulhalli, Deepika Tewari, Gaurav Midha and Ru Chatterji

Agency: Lowe Lintas, Bangalore

Creative: Arun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Lohith Chengappa, Romel Joseph, Nainaa Raajpal, Srikant Ramamurthy and N Sukumaran

Account management: Hari Krishnan, Sudhir Rajasekharan, Bhupender Agarwal, Nivedita Simon and R, Vishwanath

Prodution House: This is That Films (Shihab)


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