Tanishq’s New Ad Paves Way For New India

Posted by November 07, 2013 | Advertising

Prominent jewelry brand Tanishq's new advertisement has inspired a national conversation about Indians' fixation with light skin and conventional ideas about marriage

Prominent jewelry brand Tanishq has inspired a national conversation about conventional notions of beauty and marriage with its recently released advertisement that celebrates the changing face of India. Featuring a dusky but beautiful Priyanka Bose with what appears to be a daughter from her first marriage, this forward-thinking ad has garnered an outpouring of positivity from people around the country who are tired of seeing the same old stereotypes on television.

Shot by Gauri Shinde, director of critically acclaimed film English Vinglish, and conceptualized by Lowe Lintas India, the commercial is a refreshing departure from the industry’s usual fixation on light skin and traditional stereotypes.

Speaking to Live Mint & The Wall Street Journal, National Creative Director of Lowe Lintas India Arun Iyer said, “This is the thinking that most progressive people have. The ad makes a bold, progressive, statement and people like to be associated with brands that make such statements.”

READ what celebrities have to say about the advertisement on Vogue.in.

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