Tanishq introduces True Diamonds campaign featuring Megastars Jaya & Amitabh Bachchan!

True Diamonds campaign is the brand new campaign that has been launched by the elite diamond jewellery brand, Tanishq. Conceptualized by Lowe Lintas, this campaign features Jaya and Amitabh Bachchan. The main objective of this campaign is to make consumers aware of the various aspects of diamond quality.

The various aspects of diamond quality are not widely known to the consumers and Tanishq is trying to bridge this gap through this campaign. Lowe Lintas introduces a regular refined business man who wants to purchase a gift for his wife but he needs to be sure that the wife will like his purchase. Worried about this aspect, Amitabh Bachchan goes about buying the jewellery for Jaya Bachchan and makes sure he knows everything about the jewellery with the help of the salesman at the store. Back at home, he flaunts his knowledge on the quality of diamonds to a very impressed Jaya Bachchan. This TVC also indicates that women are very particular about the kind of jewellery they wear.

Speaking on the campaign, Arun Iyer, National Creative Director, Lowe Lintas, said, "There is a lot of confusion for a regular consumer when it comes to a diamond. Not many people are aware of the various aspects of the quality of a diamond, like its level of inclusions and its cuts. Also Tanishq exchanges the diamond product at the current diamond rate in the market. We had to convey these facts through the TVC. Amitabh Bachchan is featured as a regular person and because of his wide reach; we are hoping to cut across segments of the population."

The message is clearly conveyed through this TVC. Also the TVC is memorable and something which the consumers would remember for a long time to come.

The campaign was launched on 15th April 2011. | By Janees Antoo [janees(at)adgully.com]