An Ode to Progressive Tanishq Ads
- Khwaish Gupta
- Nov 2, 2020
- 3 min read
Updated: Jan 30, 2023
Nine Tanishq Ads That Have Pushed Us for the Better
Tanishq is a twenty-six year-old Indian jewelry brand owned by the Tata Group. It was the first jewelry retail brand in the country and has since then earned and enjoyed credibility and reliability in the Indian market. A huge part in the same is played by progressive Tanishq ads. The kind of trust that Tanishq has established over the years is worth appreciating. The art of storytelling has come a long way for Tanishq to not just create, maintain and increase their customer base but also retain a positive brand image.
Let’s have a look at some of the best Tanishq ads that have tried to do their bit for the society- something that the Tata’s believe in.
1. Hindu-Muslim Unity
A beautiful ad promoting communal harmony in times of religious polarizations in India, Tanishq was forced to take it down after it faced a lot of senseless backlash on social media platforms. People made it an issue of sexism and love jihad while it wasn’t. One can judge for themselves. The advertisement, instead, changes the narrative of unpleasant relations between the bride and her in-laws especially in inter-faith marriages. It shows acceptance and love as a sign of changing times.
2. Women Helping Women
Today a lot of Tanishq advertisements portray working, independent and successful women and it’s truly a reflection of modern times. While I wouldn’t glorify that in today’s world of social media. However, to create feminist narratives ten years back when audience response was hardly instant- it does count for something. In this ad, you see how a woman doesn’t want to steal another woman’s moment. Such a narrative, back in the time, went against Hindi daily soaps which pitted women against women.
3. Best At Work
An extremely thoughtful campaign, #BestAtWork is a comprehensive take on the lives of working women. Instead of setting a whining tone of the struggles of a working woman, the campaign sets an empowering temper. It conveys how women are and must be unapologetic for what they do for themselves. The TVC perfectly balances the gloom of harsh reality with the positivity of determination to move forward.
4. Pehla Heera for Daughter-in-Law
Again going against the dramatic yet usual narrative of desi bahu and saas not getting together, this Tanishq ad makes a mark. It shows a mother-in-law who genuinely thinks good for her daughter-in-law.
5. Celebrating Middle-age
Another Tanishq ad that must make it to the list of progressive TVCs talks about women looking out for women and asking them to look out for themselves. Often they lose their charm of life just worrying and caring for others. This ad serves a gentle reminder to ladies in their middle-age to celebrate themselves, guilt-free.
6. Celebrating Sisterhood
A usual portrayal over buying jewelry revolves around a man and a woman. This one however, chooses to celebrate the beauty of sisterhood. It adds to their already existing narrative that women don’t need men to enjoy luxury.
7. Celebrate Yourself
Another kind reminder to love yourself is served in this Tanishq ad featuring Deepika Padukone. It shows how women don’t have to wait for others to make them celebrate their successes.
8. Single-Moms Make Beautiful Brides Too
In an advertisement showing a single-mother being wedded, Tanishq maintains its reputation of pushing progressive stories. It also seeks to normalize such things when it shows the air of acceptance surrounding the ceremony.
9. Age With Grace
In an ad featuring Nafisa Ali, Tanishq puts out the message of ageing with grace very delicately. With this TVC, they make it crystal clear that they cater to all women, irrespective of their age, faith, professional and marital status.
After watching these wholesome stories, one can definitely feel the urge to splurge on a solitaire set. These Tanishq ads are some of the most beautifully crafted and well-thought commercials. While you may say it’s a marketing strategy to be the poster-brand for progressiveness and modernity, I’d rather take it in stride- ‘So what if some good comes out of it?’
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