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Conceptualized by WYP Brand Solutions, the campaign aims to highlight how the brand is committed to doing good for the society.
The campaign comprises of a series of videos which beautifully portrays emotions and couples it with rationality, thus bringing alive the concept of ‘blessed Gold’ or ‘Dua Ka Sona.’
Deepika Tewari, AVP – marketing, jewellery division, Titan Company, said, “The campaign ‘Dua Ka Sona’ is an attempt to highlight Tanishq’s relentless commitment to various entities– environment, karigars, women and girl child. Being in Indian market for over two decades and serving millions of customers, through this campaign we wanted to bring alive the blessings and love that is reflected in our jewellery by all the beautiful hands it touches. For us, making these ‘Goodness of Tanishq’ films and working on delivering the thought behind them has been an emotional journey and we are confident these videos create a sense of responsiveness to society as a whole.”
Amit Akali, MD and CCO, WYP Brand Solutions, What’s Your Problem, “It’s an honour to create communication for an iconic brand, which has a deeper purpose to exist. Tanishq has not just been crafting jewellery but building the lives of Karigars, communities, future of destitute women, school and, a sustainable future too. So when we got the opportunity to bring alive everything this brand does, we went about it the classical way – actually visiting the factories and townships, speaking to the Karigars, employees, the school-going children of their workers, meeting & listening to the women they had empowered through their NGO’s, witnessing their initiatives implemented for recycling water and using renewable energy, trying to understand the magnitude of what the brand did other than just make jewellery. We then realised what the brand meant when they said every piece of jewellery was ‘Truly Blessed’…and the creative wrote themselves”.