Tanishq has a new campaign on air and I don’t think it works. It’s not that I don’t like their designs. Indeed, they were probably one of the first brands that brought contemporary designs to gold jewellery in India. But their recent advertisements leave me cringing.
Here’s one of them:
The storyline goes as follows: A book launch is in progress. At the party afterwards, the author hugs a dolled-up lady (presumably a friend). The friend is wearing a lot of gold jewellery and the crowd starts to flock around her. She looks up, sees the author looking left out. So she feigns a headache and leaves. In the car on the way home, her companion asks her why she lied. She says its better than ruining someone’s evening. This last line may also translate into, ‘It’s better than making someone burn with jealousy’.
I’m not going to comment on the cleverness of that, since presumably the ad industry usually tiptoes that fine line between smart and smart alecky. But I want to know what the woman in the ad was doing dressing up all that much for a book launch. Did she really realize only at the event, that she’d be the center of attention? And when she did, was it self-consciousness (embarassment?) or generosity that made her leave?
And another thing, jewellery is 100% accessorial. It exists for no other purpose but adornment, so people will look at you and admire how you look. What’s the point in jewellery that you can’t show off?
Now let’s look at another ad, which is currently on air now.
The storyline of this one goes as follows: It’s a wedding party on an open-air dance floor. Suddenly it starts raining and the guests run for cover. One of them, a bejewelled woman pats herself dry (showcasing an elaborate necklace in the process). In the mirror, she notices the bride looking wistfully at her ruined party. Immediately, she moves onto the dance floor in the rain and starts a sensuous writhe in the rain. She’s joined by the guests shortly after and finally, a smile from the bride.
This one actually sounds better in copy than it did on screen. I saw this with the boy and was trying to articulate exactly what was wrong with it. He summed it up succinctly so I reproduce his words:
“A woman doesn’t want another woman to be the center of attention.”
All I had to add to that was, “Especially on her wedding day.”
How come the advertising & brand teams over at Tanishq didn’t get that? Advertisements which make me think that they don’t understand me, the consumer, put me off a product that I may even have been interested in the first place. I’m also not buying into the idea that the team is evolving existing notions of vanity & beauty. The product they’re pushing is the most established symbol of that archaic structure of beauty. Even if you can change minds with a slick ad or two, these really aren’t doing it for me.
Note: Thank you @pankajsabnani for finding me the videos!
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