"DIAMOND IS FOREVER" - "HEERA HAI SDA K LIYE"

JEWELLERY

WOMEN

OCCASIONS.

Sounds perfect together.

No matter what the occasion is jewellery enhances the beauty of every women.

source: http://trend-kid.com/indian-jewellery-designs-tanishq.htm

As we are working on understanding the meanings of different advertisements, from informing about lineages of prestigious brands to look at humorous aspects in the television commercials  and for today looking at the efforts of different brands in bringing social change. For now we will look at the efforts made by Tanishq.

TANISHQ : A well known brand for its fine jewellery.

Tanishq- India's most popular and trustworthy brand of Tata group of industries, introduced two decades ago and still going on the higher levels of success. Today its a major jewellery brand with a strong appeal for women. It has brought to the market all new standard of business ethics and product reliability, in the process of bringing a transformation in buying and selling of jewellery in India.

DESIGN, SIZE, QUALITY- are these the only things which brought so much of success to this brand or there is much more ? Yes there is and that is their advertising and marketing schemes.

If a sixty seconds TVC was not worth to the investments of big business houses, than why would they spend so much of money on them.

"Advertising has power to influence and change the existing notions", says Nita Kapoor- brand analyst. https://causeitworks.wordpress.com/

If the brands can make such huge investments for their profits than why not make them two dimensional and add to the betterment of the society. This is one perspective Tanishq's advertising team must have kept in mind while coming with the ads which makes us think differently. Ads which are bold enough to bring change.

Here we will look at the ads with cause.

source: https://www.youtube.com/watch?v=0n5ZJhPJpno

Yes this ad is the first television commercial talking about remarriage. It was made in 2001. 

After watching this video you must be surprised and smiling at the same time well reasons are well known to you. A remarriage of an elder woman in our society is not something common for us to hear and that also with the acceptance of her daughter. I ask you a simple question, will you ever do such thing for your mother if situation arises ?

Well your answer will tell how quickly our society can change. It should not be only talking, it should be doing as well.

source: https://www.youtube.com/watch?v=jqggcpL79qw&list=PLGU3gZhE_IT1pFLFd2qaVXmqzdz5dXFWE

 Here is another ad and a recent one which talks about remarriage and took the whole advertising world on a new standards. Tanishq received both bouquets and bricks for their step towards breaking stereotypes.

Firstly portraying a dusky beauty as a bride which is not much seen in TVCs as they always show brides fair and beautiful. So here goes the breaking of first stereotype considering not only fair as beautiful.

Secondly remarriage of  a woman who is also a mother. Here goes another shot.

source : Aakriti Sharma

This  one click from Youtube's comment section tells us how much influence does the TVCs make on audiences.

The concept of remarriage of a women is not prevalent in our society since beginning. Today it is accepted but not to much extents. Does'nt a woman has feeling ? Does'nt she need a companion if her husband has died or left ? Than why such obligations for her ? Matter of pride ? Well than this ad is appropriate to target the audience which will still kill their daughter's happiness for the matter of pride as such matters are more prevalent in  middle and upper classes of society.

CELEBRATE THE REMARRIAGE WITH EQUAL HAPPINESS.

source : https://www.youtube.com/watch?v=k5A4zWJ2czM&list=PLGU3gZhE_IT1pFLFd2qaVXmqzdz5dXFWE

Moving on, here is another piece of coolest jewellery advertisement by Tanishq.

How cool it would be if your grand mother asks you to fall in love with a guy from any other community or state and than how does it matter if its to have different kinds of weddings and two different kinds of jewellery. 

In such a simple way the ad asks people to break the barriers of castes and celebrate inter-caste/ inter-state marriages.

TRADITIONS ARE PART OF OUR LIVES, WHY MAKE THEM AN OBSTACLE WHEN THEY CAN BE ENJOYED.

There are many more commercials which reflects the concern of big brands towards society.

As these commercials gathered so much of praise from critics, there were some who said that a one minute TVC cannot change the society. I ask why not ? And why they can because people are not passive viewers, they absorb and understand the content and when good deeds are promoted by big brands and celebrities, they influence the behavior of people towards societal norms.

CHANGE CAN NOT BE BROUGHT IN A DAY OR SO, IT TAKES REVOLUTIONS TO CHANGE AND EFFORTS TO CHANGE NEVER GO IN VAIN.