Image Source- etimg.etb2bimg.com
It is the season for Indian weddings and Tanishq has devised a new campaign to promote #MarriageConversations.
The hearsay about the adjustment issues of the husband and husband’s family are sidelined by the modern men standing up for their women.
It is an obvious but rarely spoken truth that there are very few men who understand what women want. Hence conversation is an important aspect of marriage. There could be a lot of awkward discussions and unrealistic expectations from each other, which may or may not be accepted.
Tanishq, an Indian jewellery brand, is trying to revise the narrative of Indian weddings with their latest campaign.
The story delves deep into the conversations of post marital life. The ad’s aim was to emphasise a long-term marital objective rather than big fat celebration and show what equitable modern relationships look like.
The scene opens up to a couple driving back to the woman’s home. While she is speaking to her mother, a thought strikes her. The thought of leaving her parents alone once she gets married off to another corner of the city with her husband and his family.
She says she wants to be there for them to which the man says she is with them. That's when the woman understood that her partner was about to come up with an amazing manageable idea.
To her surprise her partner bought a flat for his entire family and her just below the place of the woman and gifted her a ring by saying that her parents are his parents and his family are preparing for the housewarming ceremony.
The advertisement took us on a journey with a sweet story of what modern marriages are all about. Pivoting on equality, modern marriages portray that side of men that is not seen often.
The brand new campaign pushes the couple to go beyond conversations that are just about the wedding, to focus on their life after the wedding.
Conceptualised by the team, each film that goes up in this campaign shows different kinds of love that the audience can connect to.
Behind the creation of this ad the team had hoped that the campaign’s first film would get anyone in a relationship to ask themselves why ‘adjusting to life after marriage’ is always relegated to women, and not men.
The team started with a belief that a marriage is a consolidation of communication, love and trust. They wanted to shine on couples that embrace both sets of parents as their own. Tanishq celebrates such precious moments when it rings true for the to-be-wed couples with their stunning collection of engagement rings.
Talking about what to wear for the wedding, whom to call and what will be on the menu chart is okay, but how often do couples talk about life after marriage?
Hereby, taking this opportunity, the brand portrayed a glimpse of a healthy relationship where the awkward conversations are welcomed and not fought about.
Well, that was this creative advertising agency’s take in today’s episode. Stay tuned for more perceptive #BreakingtheAds.
It’s coming up…!