Campaign Face Off

Campaign Face Off: Reliance Jewels v/s Tanishq

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Sneha Yadav
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Tanishq Diwali campaigns

An interesting campaign face-off between Reliance Digital and Tanishq Diwali campaign.

It is the atmosphere of excitement as the festival of lights is just around the corner. While many of us are busy getting our abodes decked up, the ad world has rolled its sleeves to come up with joyous and lit Diwali campaigns. Two jewelry brands, Tanishq and Reliance Jewels joined the bandwagon by releasing Diwali campaigns and spread happiness albeit with different thoughts and insights.

Reliance Jewels

In addition to a few lucrative discounts, Reliance Jewels is celebrating the joy of ‘Jab Dil Chahe Diwali Moment’. The brand launched the digital campaign to reach out to their existing as well as prospect consumer base to spread awareness about the safe jewelry purchase scheme, thereby making jewelry shopping a pleasant experience. The campaign shows that irrespective you get an off from your work or no, Diwali vibes can be felt and lived anytime around.

The campaign also highlights Reliance Jewels’ special offers this festive season along with additional benefits such as complete rate protection, Full Return on Old Gold Exchange & Free Jewelry Insurance.

Tanishq Wali Diwali

Tanishq introduced an exquisite collection - Utsava - that showcases the rich culture and beauty of our country, encapsulating the true essence of the festival of lights. The brand launched a beautiful film that shows different and unique cultures of our country and no matter the state they are from and the language they speak, everyone comes together to celebrate the wonderful festival of Diwali. The festival is all about the beauty of lights, gifting and the auspiciousness of gold which is exactly what the film shows.

Whether a morning puja in the South Indian household or a teen patti party amongst friends in the North, Tanishq aims to share these happy moments with everyone in all forms and styles. 

Social Media Buzz

While the Twitter handle of Reliance Jewels is inactive since 2016, Tanishq has been posting periodically about 'Utsava' and its offers on their page on the micro-blogging site.

On Instagram too the brand has been active.

View this post on Instagram

Her smile is spectacular and her beauty, unique. Adorning a stunning three-layered necklace, @deepikapadukone embodies the celebration that is Diwali! Explore the range that starts at Rs. 30,000, today! Get up to 25% off* on making charges of gold jewellery and on diamond jewellery value! (Link in the bio) #TanishqWaliDiwali . . . *T&C Apply

A post shared by Tanishq (@tanishqjewellery) on

Also Read: Campaign Face Off: CenturyPly’s #CPHeroeson vs GreenPly’s #PujoForAll

Tanishq's YouTube video garnered 183,947 views while Reliance Jewels managed to rake in 9k views.

The brand has also initiated a #BeTheMomentChallenge on Instagram

Reliance Jewels has been more active on Facebook.

Expert Take

Akshita Bhalla, Senior manager- Creative & Content, Arm Worldwide

While we admire Reliance Jewel's brave attempt to move astray from the core trope of most brands during Diwali time, especially being a jewelry brand, is admirable - we have to admit our disappointment with the execution of the campaign video.

The colors are dull, and there seems to be forced excitement in the air. The product that needs to be at the core also appears unattractive and muted. The idea of an 'Anytime Diwali' and targetting NRI/Punjab audience is fresh, however, the treatment of the campaign neither displays brand love nor inspires affinity to it. A little sentimentality couldn't hurt. It IS Diwali, after all.

In stark contrast, Tanishq brings us the entire Indian Diwali experience in 3.34 minutes. With the jingle and its lyrics marrying the brand thought and screenplay perfectly, it transforms you into a world of beauty, illumination, vivacity, and over-the-top emotions. In short, it nails the Diwali brief well, without being sell-heavy.  

Could it be shorter? Yes.

Could it be a little less predictable? Yes.

Could it lose this campaign face off? Not by a long shot.

Nitin Jain, Group Head- Copy, Wavemaker Content Team

Although for me, none of the campaigns struck gold, Tanishq is a clear winner out of the two. It ticks all the ‘Diwali’ checkboxes – lit-up faces, colorful slice-of-life moments, a nice, warm jingle thrown in and of course, top-notch execution. It will strike a chord with many, no doubt. But on the downside, I found it a bit self-indulgent. Everyone gifting everyone a gold ornament would be the brand’s dream but is far from reality.

Reliance Jewels, on the other hand, seems to just read out the brief in a boring way. There’s neither an interesting insight nor execution into play. The charming VO didn’t help too.

Overall, Reliance Jewels being a relatively new player fails to make its presence felt while Tanishq, an old hand, knows the rules of the game. And as they say, old is gold.

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