Tagline: True Diamonds

Campaign: The advertisement shows a husband (Amitabh Bachchan) wanting to surprise his wife (Jaya Bachchan) on her birthday with a diamond necklace. But with the fear of not having enough information about the gift, the husband decides to do some homework, visits a Tanishq store and gets complete information from them. After this, he confidently presents the necklace to his wife and passes on all the information he gathered – the wife is very impressed, but like all women, never satisfied and quibbles about not getting bangles to go with it.


Two key consumer concerns have been addressed through the ad – their need for knowledge about diamonds to make an informed decision and the trustworthiness of the jeweller

It hits the mark when it tries to demystify the confusion and common questions that most people have when buying diamonds. Typically diamonds are assessed basis 4Cs – Cut, Color, Clarity and Carats. The ad addresses two of these four Cs– Clarity and Cut. The ad very clearly and simply informs about the different gradations of clarity in diamonds by explaining abbreviations like VVS, VS, SI. In addition, it also explains how cut is important for the radiance of a diamond – Amitabh holds up the necklace near the lamp and talks about the excellent cut of the diamonds and how it leads to reflections and refractions.

Tanishq, a TATA brand, needs no backing for its trustworthiness, but given that it is such a big-ticket item and how important jewelry purchases are in any family, be it a first time shopper or someone who already owns diamonds, the question of reliability and trustworthiness always creep up. This has been addressed in the ad in multiple ways – claim about no mixing, so all diamonds are of the same clarity and the promise of buy back at current diamond prices – this just puts the consumers at ease instantly.

Not only is it the casting apt, the actors are portrayed in a very real light, in a very real setting – any normal couple would be having a similar conversation in such a situation, it just resonates brilliantly with everyone.

This ad also differentiates itself from the others – most jewelry ads always dial up the emotional benefits – be it Asmi for “I believe in me”, Gili for “Eternally timeless”, Orra forOwn a piece of Eternity”. What is refreshing about the new Tanishq ad is that it is informative in a very realistic relatable context.

Only one quibble about this ad – while good individually, it does not have anything in common with the previous Tanishq ads (click here, here and here to see some previous ads), which were also good individually. There doesn’t seem to be a clear theme about the brand emerging from these ads, in the long-term, this could lead to a lack of a clear brand identity.

Do let us know your thoughts….

Roshni Jhaveri