Tanishq highlights customisation aspect in delightful new campaign

Tanishq, India’s trusted jewellery brand, has launched an interesting campaign depicting the various aspects which makes the brand one of the most loved jewellery brands in the country. The campaign has released a series of videos which beautifully encapsulate the emotions that run across the customer’s mind and how these apprehensions are understood and well taken care of by Tanishq. A Tanishq is for all and this campaign is the brand’s way of saying it to all that, “Aapke apne hain hum.”

Conceptualized by Lowe Lintas, the campaign speaks about customization, purity and range of products that Tanishq offers to their customers.The customization aspect highlights of how meticulously Tanishq has been taking care to deliver the best product by satisfying the exact requirements of each customer. Special care is taken to achieve that perfect cut, finish and designing of the product.

The Purity aspect highlights of how Tanishq takes extra care in manufacturing their product. The state-of the-art Karatmeter present at every Tanishq store is a very accurate way of measuring the purity of gold. That’s how the brand makes sure that every gold item taken home is nothing less than the best. Old gold is melted and weighed in front of the customers at every showroom to guarantee 100% exchange value on gold. Tanishq also offers 100% value (at prevailing rates) when exchanging diamonds, polkis, rubies or emeralds. The making charges start at only 8% and the regional designs start at only 5 grams, to ensure that one can choose a trusted Tanishq piece every time they want to buy a piece of jewellery.

Tanishq also aims at offering a wide range of products in order to appeal to their customers located across the country. The range of products are designed to cater to both the North & south markets. This is to address the fact of how Tanishq has been successful in serving people from all regions irrespective of their state or any other distinctions. Tanishq was and will always be Aapka Apna Tanishq.

Speaking about the film, Deepika Tewari, Associate Vice President – Marketing, Jewellery Division at Titan Company Limited said, “Through this campaign, ‘Welcome to Tanishq - Apke apne hain hum, we wanted to depict the crucial aspects like customization, purity and wide range of products; that Tanishq aims to provide to each of their customers, along with best in class retail experience. The making of these series of videos and working on delivering the thought behind them have been a pleasure and we hope these would go on to serve their purpose well.”

Quoting about the film, Sagar Kapoor, Creative Head at Lowe Lintas, said, “The creative challenge for us was to communicate the little known, but very relevant, aspects about the brand in an interesting way. Our inspiration came from the actual experiences of the store staff. They have seen the customers react in the most delightful way when they were told about things they weren’t aware of like customization, regional jewellery etc. This to us was a great way of giving them information on Tanishq, just the way they will accept it."

Campaign credits:






Sandeep Kulhalli-Sr. Vice President-Retail & Marketing-Jewelry Division-Titan

Lowe Lintas, Bangalore

Sagar Kapoor

Hari Krishnan


Crazy Few Films (Anupam Mishra)

Deepika Tewari, AVP, Marketing, Jewelry Division, Titan


Lohith Chengappa

Sudhir Rajasekharan



Isha Sapra, Senior manager, Marketing, Jewelry Division, Titan


Pranav Karnad

Bhupender Agarwal


Upasana Babu, Manager, Marketing, Jewelry Division, Titan


Ranjith K.

Aditi Prabhakar



Prakhar Vardhan, Assistant Manager, Marketing, Jewelry Division, Titan



Akhoka Raikhan





Mainak Saha




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