Tanishq's 'Share The Light' Diwali Film Celebrates Indians Abroad
Tanishq has launched "Share the Light, this India Wali Diwali", a Diwali campaign for Indians living in the United States, Singapore and the GCC markets. Created by TBWALintas, the film shows how Diwali changes when it is celebrated away from home, as Indian traditions meet the neighbours and friends who join in.
- Brand: Tanishq, Titan Company
- Campaign: Share the Light, this India Wali Diwali
- Agency: TBWALintas
- Markets: United States, Singapore, GCC
Watch The Tanishq Film
A Neighbourhood Comes Home For Diwali
The film follows a family that has made a new home abroad. Their young daughter hands out invitations around the neighbourhood, and on the evening itself the neighbours arrive at the door to celebrate with them. TBWALintas describes it as the story of a family that finds the spirit of home when its neighbourhood comes together. The film closes on the line "The joy of Diwali multiplies when it's shared with everyone."
What Tanishq And TBWALintas Said
Aditya Kejriwal, Head of Marketing, Tanishq International, Titan Company, said that for Indians abroad Diwali brings together "cultural roots, global lifestyles, traditions, friendships and individual expressions." Kejriwal added: "Because Diwali doesn't get diluted when it travels; it expands."
Arpan Bhattacharyya, Executive Director and Head of Creative, South, TBWALintas, said the agency introduced "India Wali Diwali" as a campaign thought for Tanishq last year and it "struck a chord with Indians across the global markets the brand serves." With this film, Bhattacharyya said, the idea is "about how traditions travel, evolve and bring people together."
Tanishq's International Footprint
Tanishq has stores across the East and West Coasts of the United States, one store in Singapore, and boutiques in the UAE, Qatar, Kuwait and Oman. The campaign is backed by Diwali offers that vary by market. For a jewellery brand selling to the diaspora, a film about belonging does more work than a product showcase, since the purchase is tied to the occasion. Other brands have chased the same feeling this season, from FRND's Ghar Jaisi Diwali for people celebrating away from home to Tanishq's own Festival of Diamonds campaign.
Credits
- Creative: Russell Barrett, Arpan Bhattacharyya, Sahul Patri, Durga Pankaj Bangde, Khitish Ray, Likhith Rohan T
- Business: Govind Pandey, Kishore Subramanian, Sitara Belliappa
- Strategy: Kishore Subramanian, Arunima Sardar
- Production house: This Is That
- Director: Shihab Karim
More about the brand is on Tanishq's website.
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