Tanishq rings in Onam festivities with campaign for Samriddhi range

As Malayalees across the country gear up for the much awaited Onam festival, Tanishq’s latest film for their Onam collection – Samriddhi – sets a perfect example of the family preparations and emotions that tie back to the festival held every year. 

Conceptualised by Lowe Lintas, the film depicts a middle-aged married couple as they prepare for the Onam celebrations. As the wife seems hassled through the preparations, she asks her husband if he has completed his designated tasks for the day. The husband tells her that he has added something new to his task list, with a beautiful Tanishq gold necklace as a gift for Onam. 

Watch the ad film:

Onam is a celebration of prosperity and joy that is a vibrant and colorful showcase of Kerala’s beauty and culture. Through the film, Tanishq depicts the emotions in a relationship with the essence of gifting jewellery during an auspicious occasion. 

Commenting on the film, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division, Titan Company, said, “On the occasion of Onam, people purchase new clothes, jewellery, gifts, decorations, food preparations and much more to celebrate the festival. With the Samriddhi Collection by Tanishq, Keralites can start a new tradition to buy unique jewellery from Tanishq for this auspicious occasion. Whether it’s a festival or any special occasion, Tanishq has something to offer each of its customers while aiming to build a strong bond and a deep connection.” 

Hari Krishnan, President, Lowe Lintas, said, “Kerala is an important market for jewellery and Keralites are extremely discerning consumers. Onam is a festival that’s proudly celebrated by all of Kerala and it’s a time when most families have a hectic social life. In this context, we wanted to capture how Tanishq can play a role in strengthening relationships. Our team’s understanding of the Malayali mindset has helped in capturing the small nuances in a relationship beautifully.” 

Rajesh Ramaswamy, Executive Director, Lowe Lintas, added here, “While this is a classic Tanishq film, it’s very different from the others because it’s for the Malayalis. There’s a feeling of casual cheekiness about the Keralites that they acknowledge and are proud of. We wanted to capture that along with the love, of course. And we’re quite happy with the outcome. This is definitely something the people of Kerala can identify with.” 

Client Credits:

Sandeep Kulhalli – Senior Vice President – Retail and Marketing
Deepika Tewari, General Manager- Marketing
Gaurav Midha, Manager - Marketing 

Agency Credits:

Lowe Lintas, Bangalore 

Creative: Arjun Iyer, Rajesh Ramaswamy, Rimona Ganapathy, Lohith Chengappa, Romel Joseph, Sunit Joseph, Gautam Seran 

Account Management: Hari Krishnan, Sudhir Rajashekharan, Bhupender Agarwal, Rini Nandy, Pankhuri Sharan 

Production House: Trend Ad Films 

Director: VK Prakash