Tanishq builds an ‘emotional’ connect through its ads and movies
Come Valentine’s day and you will feel the power of love
once again, the mighty power of 16th century’s romance, that the valiant Mughal emperor Akbar and beautiful Rajput princess Jodha Bai shared. And guess who takes all the credit for the ornamentation of the romantic saga; it’s none other than our modern Ratan Tata; all thanks to his successful venture called Tanishq, which of late has also been making news at the box office and how! As 4Ps B&M had disclosed the details in the issue dated January 4, 2008, the beginning of February this year will also see the TVC showcasing the Jodha Akbar collection from Tanishq; indeed an advertising strategy, which goes much beyond what the power of the Hrithik-Ash duo alone can dare to achieve!
Advertising in movies is not something new for Tanishq though. It has always resorted to the right movie for promoting its products. Remember the King Khan starrer period film Paheli? Yes, of course, the film bombed at the box office, yet Tanishq gained, thereby increasing its turnover substantially during FY-06 as Bhaskar Bhat, MD, Titan Industries affirms, “It gave Tansihq a platform to convey its brand image and at the same time we also launched a ‘Paheli’ collection”. So what are the big launch plans for Jodha Akbar? Well, the film also presents another big platform for Tanishq to showcase its offerings. So even if UTV fails to mint moolah from Jodha Akbar, Tanishq has its own advertising strategy in place to reach its target audience. “The movie will be released in overseas film festivals and we want to reach the NRIs and promote it for their marriages,” explains C. K. Venkataraman, COO-Jewellery, Titan Industries.
A unique strategy indeed and goes well with Tanishq’s brand image of commemorating the heritage of the glory days of India. Yes, that’s palpable from Tanishq’s earlier ads, which promoted the product as a classic immortalised design. Agress Alpana Parida, Head – Marketing & Merchandising, Tanishq, “That helped us to become the most trustworthy brand but then it became important to reach out to the masses also.” Surely, this well justifies Tanishq’s revelations of many TVCs, which showcased marriages of different cultures, rich masses indeed! “Tanishq has been always a progressive brand, which has been able to create a trustworthy brand image among the niche as well as masses,” elaborates Vikram Tyanath, Team Leader, Lowe. Concerning its latest ad-splashes, Venkataraman has a word to share, “Tanishq is a brand for the youth also and that’s precisely what we plan to promote through our ads. At the same time, we won’t compromise with the ‘trust’ image.” He is also open to tie-up with movies and to create special TVCs. “Such association has always helped us to sustain our brand image and we needn’t talk about trust anymore. Rather, now our ads will talk about craftsmanship & designs,” reveals Parida. So whether Jodha Akbar works at the box-office is a tale for another day, but as far as Tanishq is concerned, it couldn’t have imagined a more romantic side to history!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
Come Valentine’s day and you will feel the power of love
once again, the mighty power of 16th century’s romance, that the valiant Mughal emperor Akbar and beautiful Rajput princess Jodha Bai shared. And guess who takes all the credit for the ornamentation of the romantic saga; it’s none other than our modern Ratan Tata; all thanks to his successful venture called Tanishq, which of late has also been making news at the box office and how! As 4Ps B&M had disclosed the details in the issue dated January 4, 2008, the beginning of February this year will also see the TVC showcasing the Jodha Akbar collection from Tanishq; indeed an advertising strategy, which goes much beyond what the power of the Hrithik-Ash duo alone can dare to achieve!Advertising in movies is not something new for Tanishq though. It has always resorted to the right movie for promoting its products. Remember the King Khan starrer period film Paheli? Yes, of course, the film bombed at the box office, yet Tanishq gained, thereby increasing its turnover substantially during FY-06 as Bhaskar Bhat, MD, Titan Industries affirms, “It gave Tansihq a platform to convey its brand image and at the same time we also launched a ‘Paheli’ collection”. So what are the big launch plans for Jodha Akbar? Well, the film also presents another big platform for Tanishq to showcase its offerings. So even if UTV fails to mint moolah from Jodha Akbar, Tanishq has its own advertising strategy in place to reach its target audience. “The movie will be released in overseas film festivals and we want to reach the NRIs and promote it for their marriages,” explains C. K. Venkataraman, COO-Jewellery, Titan Industries.
A unique strategy indeed and goes well with Tanishq’s brand image of commemorating the heritage of the glory days of India. Yes, that’s palpable from Tanishq’s earlier ads, which promoted the product as a classic immortalised design. Agress Alpana Parida, Head – Marketing & Merchandising, Tanishq, “That helped us to become the most trustworthy brand but then it became important to reach out to the masses also.” Surely, this well justifies Tanishq’s revelations of many TVCs, which showcased marriages of different cultures, rich masses indeed! “Tanishq has been always a progressive brand, which has been able to create a trustworthy brand image among the niche as well as masses,” elaborates Vikram Tyanath, Team Leader, Lowe. Concerning its latest ad-splashes, Venkataraman has a word to share, “Tanishq is a brand for the youth also and that’s precisely what we plan to promote through our ads. At the same time, we won’t compromise with the ‘trust’ image.” He is also open to tie-up with movies and to create special TVCs. “Such association has always helped us to sustain our brand image and we needn’t talk about trust anymore. Rather, now our ads will talk about craftsmanship & designs,” reveals Parida. So whether Jodha Akbar works at the box-office is a tale for another day, but as far as Tanishq is concerned, it couldn’t have imagined a more romantic side to history!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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