Indian jewelry brand hails new spirit of female bonding

Accompanied by traditional music, the ad by Lowe Lintas focuses on the relative novelty of a girls' night out

MUMBAI — Women in India are breaking tradition by getting together for new types of social occasions. In step with the times, Tanishq has rolled out an ad created by Lowe Lintas for Zuhur, Tanishq’s latest diamond jewelery collection.

Three women are at a restaurant dressed for an evening out (featuring famed Rajasthani singer Mame Khan Manganiyar.) As the friends’ check arrives at the table, the band winds up for the evening and other patrons begin to leave. One of the ladies in the group gets up to leave, but her friends refuse to; this is the first time they’ve met after eight years, and they don’t know when they will meet next. When one friend starts singing to stop her, the musicians pick up on this cue and take over. The film ends with a voiceover saying "Aisi khoobsurat shaamon ko sajaane ke liye, Zuhur by Tanishq" (To adorn such beautiful evenings, Zuhur by Tanishq).   

"The social occasions in a woman’s life has seen a lot of change," said Deepika Tewari, general manager – marketing, jewellery division, Titan Company. "It’s no longer restricted to traditional functions or a family get-together. She is exploring newer occasions like girls’ nights out and brunches with friends. … These special occasions encourage her to bring out the best in not only herself, but also her friends who she is spending time with, as they look their finest. We have tried to celebrate once such occasion in our latest film in a very playful manner and this sentiment resonates with our latest offering Zuhur. Diamonds truly are a girl's best friend! Zuhur is a collection of beautiful diamonds for beautiful occasions."

Rajesh Ramaswamy, ECD, Lowe Lintas, added, "We got to explore a new relationship and occasion with this. A reunion of three close friends. It's all about the camaraderie they share."

This article first appeared on campaignindia.in.