ASIA-PACIFIC – INDIA, SEPTEMBER 30, 2011: The diamond necklace Bollywood superstar Amitabh Bachchan wanted to give his wife Jaya is missing. Can he find it through Facebook?
The new Tanishq campaign by Lowe Lintas called for an interactive and engaging platform,that could spread awareness about diamond quality. Online was chosen as the lead medium for The Curious Case of the Missing Diamonds, which rests on the microsite – missingdiamonds.tanishq.co.in, which is also available as as app on Facebook.
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The game follows the True Diamonds campaign in mid-April featuring the Bachchans as themselves. As India’s leading jeweler, Tanishq, embarked on this educational campaign on diamonds, it seemed fitting to develop a game that takes users through a series of levels, clues and competitions
The game enables users or participants to help Amitabh find the missing diamond through an online game, narrowing down the seven suspects. After watching the videos, the user must decide who the jewel thief is. Five lucky players who complete the task in the shortest period of time get an opportunity to take part in the on-ground chase to hunt down the culprit in Mumbai. The winner who hunts the thief gets the chance to t the diamond necklace personally to Jaya Bachchan.
Arun Iyer, Rajesh Ramaswamy, Abhijit Ghosh, Ratindra Dasgupta, and Sonali Ranjit developed the campaign at Lowe Lintas, with the accounts handled by Sudhir Rajasekharan, Pritish Wesley and Sonakshi.
