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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