Exclusive: We are a national local wedding brand: Pelki Tshering, Tanishq
We are a national local wedding brand: Pelki Tshering, Tanishq
As the festive and wedding season kicks off in India, the bridal jewellery brand Rivaah by Tanishq has launched a new campaign called ‘For Marriages Crafted by You.’ As part of this campaign, Tanishq launched its first-ever 3-minute-long multilingual film on television. The TVC is an ode to India’s diversity and features actors from various regions.
The campaign stems from the mother brand, Tanishq which has always kept the Indian woman at the heart of everything they do. Pelki Tshering, CMO, Tanishq says, “We have celebrated the Indian woman, her perspectives, desires and aspirations for her wedding. The campaign celebrates the new narratives of brides who see their wedding as an opportunity to express their identify on the partnership they wants to have with their partners.
"We are increasingly seeing that modern brides who believe that marriages are not just about fresh beginnings, but it’s about equal beginnings. This thought was the inspiration for the new campaign where the bride in the film says, ‘Nayi Shururat Ki Zimandari; Kuch Tumhari Kuch Hamari.’”
She notes that earlier the parents of the bride and groom had a large part in the decision making. However, over the years the bride’s agency has gone up on how she looks at marriage as a commitment and how she wants the wedding to be conducted.
