A bold campaign, my compliments and scrutiny. Thanks to the few days I am in Mumbai I had a chance to sample the current flavour of the month just targeted at the festive season in terms of television commercials. To market jewellery is a fine art. I stand corrected to market anything is indeed equivalent to painting a Monalisa. It takes a DaVinci to pull to off with finesse, Leonardos of all kind Caprio and Leonardo DaVinci. You may be aghast at the parallel, however I can assure you it shall stand the test, that of time. My eye caught two competing commercials for two specific brands, one called Azza or something similar. That however is not the brand managers fault, it is mine. I am seasoned and closed box to remember what makes sense. Sense not in the literary or the beatific sense of it. Being an ardent Hindi fan, and having studied it, under the worlds best tutor of literature my mother, I am hard wired to the concept so Sandhee and Samaas. The grammatical paradigms of Sanskrit and then Hindi. Paradigms on how words are joined to form new meanings, and how can they be skilfully dissected to arrive at their roots. Thus revealing the woman , the substance and purpose of their life. Unfortunately I never had Latin in my school curricula and since my mother is read in Gujarati medium schools, it was beyond her to impart to me what she never was exposed to. Azza or what ever is its correct brand name and Tanishq. The latter being the mega brand from the house of none other but the exceptional TATA. Jewellery is mostly bought though quite foolishly in my opinion during the season of great spend. The season of weddings. Yes we have seasons for it. More about it later. That however is not the core of the post or the analysis, this is more about the bold advertisement commercial launched by Tanishq for jewellery. Azza or what ever it is called, markets the brand on a platform of subtle humour. Taking a dig in the real sense of the word at the Hindu concept of once being married , locked for 7 births, it shows a couple at the nervous nineties, what most Indians are used to, seeing their cricketing gods sell them off to punters and developing serious doubts about scoring a ton. A ton to those who do not know the opium of a billion people is scoring 100 runs in the game which used to be played by gentlemen, Cricket. The wife to be blurts out what is most natural, when marriages are engaged and you hardly know the other person barring a date out and a pocket sized Fuji colour snap, anxiety about the lasting of a relationship, a relationship which ties you not for one birth but seven. Dont ask me what seven, perhaps the blokes who founded the principle did not know how to count beyond it. The husband to be assures her that it could be difficult to manage in the current birth but post experience the balance 6 would be a cake walk. I liked the sense of humour and the dig , dig at the pseudo concept of superstitions. I then eyed the Tanishq commercial. I was quite simply impressed at the bold television spread and the core content by the brand manager. No one who knows India can deny the bold stand taken by the brand to stand out. The commercial depicts a girl perhaps 7 years old, a young attractive bride, the groom and the bride rotating around fire the symbol of burning all differences, in the act of exchanging the Hindu vow or could be a wow of marriage. The girl exclaiming to the bride, mom I too wanna join you guys, the bride hushing her with a gentle gesture, and the groom lifting her up and carrying her along. I am not sure whether the gable will pay off for Tanishq. In my books it becomes the top of mind recall brand. However this country has a large population which is highly superstitious. We sought out freedom on 0000 hrs 15th August 1947 because some astrologers went wild, with absolute disdain to thousands who died for freedom, young, old, middle aged, without a shred of regard for their blood, sacrifice and the widows, wounded mothers and orphans they left behind. Holding the nations freedom to ransom because of some starry Mumbo jumbo. With this background of what India rose from, to what she is today, a nation alas not of star gazers but starry slaves, it is indeed going to be fun to watch the success of this bold commercial in terms of the needs it coverts to defined wants Tanishq. As one of my favourite soap I follow and cherish since teen age always says The Truth is out there . X files, Fox Mulder and Dana Scully. If I were the brand manager I would given my baggage of Indias superstitious hump, niche and target advertise for a specific audience, Using internet and tying up the campaign with matrimonial sites aimed at getting people married again. However that is a conservative approach. It will be interesting to see how Tanishq sales get spiked by this commercial. I hope they burst the chart, as I find it to be a brilliant advertisement. It brings the core value of the brand trust, everlasting bond, what marriage is supposed to be, and takes it to the next orbit , the spiritual maturity of being fit for marriage.
Posted on: Wed, 30 Oct 2013 14:22:03 +0000
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