Tanishq’s new campaign emphasises importance of 4C's

Tanishq’s new campaign emphasises importance of 4C's
Also reiterates brand's commitment towards trust
Tanishq’s new advertising campaign carrying a unique message – to educate consumers about how to assess the purity of diamonds through informing about the basic 4Cs of a diamond - cut, clarity, color and carat, is also noteworthy as it is being endorsed by Bollywood couple Mr. Amitabh Bachchan and Mrs. Jaya Bachchan. The brand believes its purpose to make consumers more aware stems from the fact that diamonds continue to be the most desired gems and a symbol of commitment. And is also growing as a popular gifting choice. Mr. Sandeep Kulhalli, Vice President, Tanishq said, “Understanding the lack of awareness amongst customers in choosing right diamonds, we conceived the idea of educating our consumers through the ad campaign.” He further added, “For this ad campaign we needed someone who would reflect the brand's stature and standing, someone who would connect with people across a wide spectrum. We zeroed in on Mr. and Mrs Bachchan for this ad, whose combined fan following varies across 6 to 60 yrs of age, and will be desired personalities to reach out to the people easily spreading awareness on this precious jewel.”

Talking about his association with the brand, Mr. Amitabh Bachchan, said, “This campaign has helped me discover the finer details on buying diamonds besides giving me an opportunity to create awareness on this rarest and most beautiful form of the precious stone.” Adding the same line of thought Mrs. Jaya Bachchan, said “While working in this campaign I got to know that the genuinity of a diamond depends on the cut, clarity and carat of the diamond, irrespective of the size. It is important for each one of us to know these intricate details, especially if there are any inclusions or spots in them. Tanishq has brilliantly conveyed this message through the ad campaign”.

The campaign is scheduled to go on air in the mid week on April 2011.

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Has it really been 3 years today I would never have known ! BigB

Jalsa,  Mumbai   April  18,  2011         Mon  11 : 56 PM

Has it really been 3 years today ? I would never have known ! That is a long time and a very longtime association with some of the most loving and caring family members.

Thank you for your presence and for your gratitude. You have stood by me in rough weather and fair. You have commented and encouraged, analyzed and assessed, laughed and cried, never ever giving me any need to address your discomfort or the ecstasy of your gain. This is indeed a superior class of people and I am proud to have been an initiator for all.

After the shoot got over for ‘Bbuddah’ later in the evening, it was back to the studio for recording song with Vishal and Shekhar. Music takes over all of us completely and time spent in that particular environment is like being born again - fresh, eager and with the brightest of elements on your side of the fence. Such fortunate people, music directors. Living day in and day out with their instruments, creating godly tunes, giving the much needed pleasure to the listener and adding so much to their own lives. Someday hopefully I shall have the great privilege and pleasure to add more years to my life as well. Till then I live in the marvel of those that occupy that space reserved for the gifted and talented.

I have an early call tomorrow and I need to get some rest before a rather cruel day ahead. So today shall be informative and short. For, the desire to write more comes from spending more time in front of the screen. And today unfortunately the screen has been erratic. Urging me to finish early so everyone can go off to sleep.

Abhishek, poor soul, has been laboring for the promotion of his coming film ‘Dum Maro Dum’. Each day a new city, new people, new platforms from which to propagate. We never had this facility before. Our reliance was merely on the makers of the film. At best they would come around to check with the local paper what their impressions were of the film in question. And that too after release. Now … its is different, more dynamic and certainly more responsive to casting votes !!

How I wish this comparison would never have existed. It is I believe the root cause for jealousy, intrigue, sympathy and all that seems to be connected with these factors. Our job as actors should be to follow a captain first. Then if he wishes we could go ahead or remain isolated.

But all this requires incredible understanding, coordination, compassion and great love for the ‘other’ . The ‘other’ could be any one. They are generally the ones that face the brink, suffer quietly and then leave never to regain it again.

Picking up the cue from some of the reactions that came about after the promotional acts of ‘Dum Maaro Dum’, I am tempted to put up some pictures of Abhishek’s reactions with the crowds. But I hesitate, for this is his film and solo. Were he to get me going I would gladly put it through, with whatever resources I possess. But let me get his clearance first.

Shanouk shows his exemplary skills at barking at anything that he feels does not belong to the family. His meeting with me after this rather long hiatus, shamed me. He was all over with his large frame, sniffing and goading us almost into providing some eats for him. Pets are at their best performances when their masters eat at the dining table, ignoring their presence. They will bring on the saddest expressions, nudge an elbow or its equivalent into submission, until their only goal in life, that of procuring something to eat from the table is fulfilled. With his size he is beyond the height to the top of the dining table Shanouk, and this is used most effectively to ‘persuade’ the Master to compassionately consider their desire for a meal along with another they may have just finished. And when they are ignored, or spoken away from any dining activity, they lounge a few feet away in one the most hurt and languid expressions ever seen. Such darlings they are !! Though I must add here that while we were away, Shanouk has had enough of the attention that he would normally never get. But pets are pets. What ever would we do without them, and they without us !!

Status quo maintained. A bit of movement from the ladies dressing up and then end of chapter.

Love and more … and a very happy and prosperous Hanuman Jayanti to all .. willpower, strength and desire to serve and the moto of our lives

Amitabh Bachchan

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I need to be cautious when I write BigB Blog

I need to be cautious when I write

Jalsa, Mumbai      April  17,  2011   Sun  11 : 32 PM

I need to be cautious when I write. Words written in a moment of introspection go out to millions and sometimes create anxiety to the EF. This is not correct. My own condition, if it can be called that, is not meant for distribution and exhibition. That it has caused some of us within to be of concern and worry is legitimate. It showed the affection that existed among you towards me. But there should not have been such an exposed expression to it all.

All then is well and comfortable. There really is no sign of any kind of disturbance or hurt. It was just one of those moments when it became imperative to let it all out. Not because there was reason to let it out or that there was a situation that had built up. No. Nothing of the sort. The mind is not disturbed at all. They were simply ramblings. Now and then at this age it would be deemed to be an obvious act. Its going to be ’stepping into the 70’s’ next year and it matters at many levels when you reach there.

Bhawani Singh Jaipur the erstwhile Maharaja, passed away yesterday. He was a dear friend and his wife Padmini Devi is close to Jaya. He had been ailing for sometime, and had been unwell for several more - heart condition.

Our prayers and condolences for the departed soul.

A humble man, caring and considerate, pet named Bubbles by his family, because of the very large amount of champagne that was opened by his Father, at the time of his birth. A handsome attractive prince, who lived a charmed life. For sometime he served in the Indian Army and was posted in the Presidents Bodyguard at Rashtrapati Bhavan. When we lived in Delhi at 13, Willingdon Crescent, a road that ran along the boundary of the President of India’s house, Bubbles would often drive past in his Ford Thunderbird convertible - a most favored car with the young of those times. And as I would be walking across to South Avenue some 100 yards away to catch my college bus for University, I would see him impeccably dressed in his uniform, driving along and would wonder if I would ever be able to someday get a ride in it - not imagined ever that I would be in a situation where I would be able to acquire similar facilities - mostly the car !

But time and circumstance changed. After joining the movies I happened to be shooting ‘Ganga ki Saugandh’ an early years film in Jaipur and met up with him and spent quite a bit of time in his company and his polo buddies. A smaller palace of his that had been opened and refurbished for the Queen of England’s visit, had now been converted into a private Hotel and we were staying there. One evening he invited us over to a party at his friends place and graciously offered to drive us there. Yes … you got it … it was that Ford Thunderbird that I used to see him in with envy, that he pulled out that day and I could not but marvel at the wonders of fate and allied coincidences.

Bubbles, great great grandfather, I think, Maharaja Jai Singh founded Jaipur the city. It got its name Jaipur from him. Jai Singh was the one that planned the Pink City, as it is now referred to. It was so modern in concept and geometric in its presence that many town planners after copied his ideas. The way Los Angeles is planned, with long stretches of roads and systematic streets is something inspired from Jaipur, because that is how it was first designed, planned and executed.

I think in one of my earlier posts I had mentioned the Jaipur Polo Ground in Delhi and how we used to go there to watch polo being played, albeit from a distance, because we were never having the means to get inside there legally. Watching this fascinating sport, in all its regal splendor was such a high for us. Bubbles and his Father played there, watched keenly by Maharani Gayatri Devi of Jaipur, one of the most beautiful women of the world. And Rao Raja Hanut Singh, a brilliant player and one that had the highest handicap, would enthrall us with the skills he possessed for the game and for his riding. Ah ! those were the days !!

To bed now … tomorrow back to ‘Bbuddah’ … and tomorrow also maybe it would be time to share some recent photographs of the happenings around us ….

Good night then …

Amitabh Bachchan