rajasthani song

Tanishq, a jewelery brand from Titan, has been consistently celebrating women in its advertising. Some of its campaigns such as 'Second Marriage', 'Jewelery for Working Women', 'Glam Gold Collection', 'Broadminded Dadi' or 'Mother - Daughter relationship' have resonated well with the Indian women.
The brand has been regularly communicating about its new collections, discounts, and positioning via these ads across all mediums. In its latest campaign, the brand has announced its latest diamond jewellery collection, Zuhur.
  Designed and conceptualized by Lowe Lintas, the film shows three women enjoying their time together at an open fine-dining restaurant. A live performance by Rajasthani singer Mame Khan Manganiyar and his troupe adds to the spirit of the evening.

As the friends' bill arrives at the table, the band winds up for the evening and other patrons begin to leave. One of the ladies in the group gets up to leave, but her friends refuse to. One of them protests, citing that they've met after eight years and they don't know when they will meet next. The first lady insists on calling it a night when her other friend starts singing to stop her. The musicians pick up on this cue and take over. The lady decides to stay back for a while more. They get into the song, thoroughly enjoying it while thanking the musicians for their gesture. The film ends with a voiceover saying "Aisi khoobsurat shaamon ko sajaane ke liye, Zuhur by Tanishq." (To adorn such beautiful evenings, here's Zuhur by Tanishq).

Speaking on the campaign, Deepika Tewari, General Manager, Marketing, Jewellery division, Titan Company, says, "The social occasions in a woman's life has seen a lot of change; it's no longer restricted to traditional functions or a family get-together. She is exploring newer occasions like girls night outs and brunches with friends. Every piece of jewellery she adorns reflects her personality in these moments; from her ears to her delicate wrists. These special occasions encourage her to bring out the best in not only herself, but also her friends who she is spending time with, as they look their finest. We have tried to celebrate once such occasion in our latest film in a very playful manner and this sentiment resonates with our latest offering Zuhur. Diamonds truly are a girl's best friend! Zuhur is a collection of beautiful diamonds for beautiful occasions."

Rajesh Ramaswamy, ECD, Lowe Lintas, added, "We got to explore a new relationship and occasion with this campaign, which is reunion of three close friends. It's all about the camaraderie they share and of course the highlight being a classic from Nusrat being used in such a context, gives it a very different mood."

The campaign is promoted across television and digital.



However, many Indian jewelery brands are now taking to mass media advertising especially television to connect with people. Apart from Tanishq, there is Kalyan Jewellers, Evara, ilovediamonds.com and several others.

This is turning out to be an exciting time for the category where brands are no longer advertising their catalogues but positioning products around its consumers.