Tanishq Teej film launched for their festive jewelry – Shringar, wanted to depict this poignant emotion while portraying Teej for what it really is – a festival of love.
Sharing thoughts on the creative aspect of the Tanishq Teej film Rajesh Ramaswamy, Executive Creative Director, Lowe Lintas, said, “Tanishq has always been progressive in their communication and the Teej film is no different. The simple act of an elderly man defying tradition and fasting for his wife is an inspiration to reinterpret traditions for modern times.”
Speaking about the film from the brand’s aspect, Deepika Tewari, General Manager, Marketing, Jewellery Division, Titan Company Limited, said, “With India being such a diverse market, we agreed that it was time to talk to our customers on a more personal level – by showcasing local festivals like Teej. This film shows how relationships have evolved and beautifully captures the celebration and love that Teej is all about.”
The film depicts an elderly wife preparing delicacies for the festival, just as her husband comes to dissuade her about keeping the fast. He explains that he’s already grown old, so there’s no sense in fasting anymore. Just as she begins losing her patience with his talk, he hands her a beautiful pair of Tanishq bangles and reveals that he’s fasting too, so she must get ready to grow old with him.
It shows how a festival like Teej is just another opportunity for people to express their love for another, even though it is often masked by customs. Through the film, Tanishq aims to depict that it is the preferred choice of gifting across any age, tradition or festival.