Campaign Spotlight

Tanishq celebrates sisterhood this Rakshabandhan with a digital film by 22feet Tribal Worldwide

MUMBAI – Tanishq, India’s leading jewellery retail brand is amongst the pioneers of branded jewellery and ornaments in India. The brand is also popular amongst the audience for its progressive thinking and clutter breaking campaigns which have an unusual take on societal taboos.

Keeping the tradition alive, this time the brand breathed fresh perspective to the occasion Rakshabandhan (a bond of protection) by celebrating sisterhood.

Rakshabandhan is an occasion that celebrates the bond between brothers and sisters. A brother promises to protect his sister at every sphere of life and in return a sister prays for his long life and happiness.


On this happy occasion, when the brands were bombarding consumers with sales messages; 22feet Tribal Worldwide spun the idea of paying a tribute to sisterhood with a prospect of expressing something unique, in a way that benefits the brand. The agency crafted a web only ad film which showcases that with the changing times, the definition of Rakshabandhan has evolved and is not just constricted to brother and sister. Through this film, the brand and the agency celebrate the bond between two sisters; who protect each other, grow up together, laugh, share, care, fight, argue – and each of these little nuances makes their bond even stronger.

With a background monologue of a younger sister speaking to her elder sister via a letter, while gifting her a Tanishq product for Rakshabandhan; the film progresses to show many sweet moments where the elder acts as shield to the younger sister from all the difficulties she has faced in various phases. The gift is the younger one’s way to thank the elder one for lending her a shoulder to cry upon, being a root to anchor, a mentor and protector.

The film has received an overwhelming response resulting in over 1.5 million views, nearly 15000 comments and close to 20,000 shares on Facebook alone.

Speaking on the campaign, Deepika S Tiwari, GM-Marketing, Tanishq quoted “The relationship between sisters is incomparable, those who enjoy having a sister will know that sisters are solid pillars of strength for each other. They laugh, share, fight and make up and they grow up with each other and the bond and support for each other only grows stronger. In this new film Tanishq includes sisters in Rakhsabandan and creates a new way of celebrating this age old festival. It has connected with millions of sisters and triggered an idea in their minds of participating in this festival.”

Business Lead at 22feet Tribal Worldwide, Ramraaj Raghunathan, added, “Be it with our products or with our marketing communication, Tanishq has always looked to give shape to the emotions of the increasingly self-assured Indian woman. Celebrating the bonds of sisterhood was a thought that felt like a contemporary extension that did not take away the essence of the festival.”

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