ASIA-PACIFIC – INDIA, OCTOBER 17, 2012 – India is a country that loves gold and thinks it’s auspicious but with the scare of global recession, people are most likely to postpone their gold purchases to a time when they feel more secure of their financial stability.
Diwali, “festival of lights”, is just around the corner and while considered peak season for buying gold, people may be wary of spending money on purchases that are not mandatory.
Lowe Lintas and Partners conceptualized a TVC for jeweler Tanishq, urging people not to hold back on Diwali celebrations. “It only comes once a year.”
A 60-second TVC features a man and his wife preparing for Diwali. The man asks his wife to wrap a jewelry set, supposedly for a friend who wishes to surprise his wife, and include a nice letter. They engage a discussion on getting a set themselves but the wife shuts her husband down, saying they won’t spend extravagantly this Diwali. It is later on revealed, as he closes the letter, that it was actually her husband who bought the jewelry for her.
