Tanishq - Shining Out From The Crowd

Tracked By VARUN VASUDEVAN

In a first for this blog, Brandwagon forays into the luxury branding space (that’s one P less to worry about) to make sense of the recent Tanishq promotion featuring the Big B and Jaya Bachchan.

Question. Who is the target audience for branded diamond jewellery? Off the top of my head, I would say – women, belonging to sec A and sec B socio-economic class, either engaged or married. So obvious, ain’t it? Given this background, on what lines do you position your diamond jewellery?

To the above target group, XYZ diamonds are more than just pretty stones, they elevate you to your most beautiful self (ala Nakshatra) or they radiate your true inner beauty (ala Asmi). Really, it’s like most apparel positionings you see in the popular press – You rack your brains to break the clutter and you come up with the same thing again and again. So, what’s the way out of this quandary? Get a better looking model than Katrina Kaif?

This is where consumer research came to the aid of Tanishq. The marketing guys here decided to dig deep and found that –

• There is a huge diamond gifting market in India – hubbies or fiancés buying diamonds for their better halves
• Diamonds are expensive. Needless to say, all its quality parameters must be A grade. “Hey, but what are these parameters” – ask not only men but also women. So there is a need to educate the masses about discerning the quality of a diamond  
• Men find it very difficult to choose jewellery for their partners, put in effort and expect that elusive ‘wifey’s appreciation’

Armed with these precious insights, Tanishq set off to create the following TVC –

The new positioning can be seen targeting both men (as the buyer) and women (as the ultimate consumer) and can be stated as – To the above target audience, Tanishq is a brand of diamond jewellery that brings with it the stamp of quality – with each of the parameters taken care of and is your trusted guide to diamond gifting. Thus, Tanishq positions itself as a diamond expert expertly conveyed by the male characters of the TVC.

We at Brandwagon think that this TVC is truly clutter breaking. Hey, but don’t take our word for it. See what the facebookers have to say about its efficacy –

Ah, you know its working when they say.....'so sweet'. Now maybe, Tanishq should teach a thing or two about standing out (and not up!) to its cousin brand – a certain Docomo.