MUMBAI: Tanishq has been known for taking the path less travelled by when it comes to its creatives. This Raksha Bandhan, the brand has yet again attempted something a tad different.
With an innovative product in store - a special Lumba rakhi that doubles up as a pendant, Tanishq celebrates the friendship between sisters-in-law.
The jewellery brand has launched its new digital film which showcases a lesser-known ritual of ‘Lumba rakhi’ - a tradition where the sister ties the Lumba Rakhi to her sister-in-law as well. The film portrays how the relationship between the sisters-in-law has evolved over time from just being sisters-in-law to being #SistersByChoice.
“At Dentsu Webchutney, we saw this as an opportunity to write the story of progressive womanhood for Tanishq, with a healthy representation of female relationships,” said Dentsu Webchutney creative director Binaifer Dulani, and planning director Shambhavi Ramanathan.
Elaborating on the idea behind the ad film, the duo said, “We spoke to bhabhi-nanad duos of today, all of whom acknowledged the baggage around this dynamic, but also spoke about how they built their own unique bonds as friends first. We spotted the hidden insight - some relationships aren’t bound by ‘relations’, they are bound by friendship. Like that of sisters and sisters-in-law. We wanted to reframe Raksha Bandhan from being cast as a relationship to a novel friendship that nobody ever thought about with Lumba Rakhi! Through the film, we tried to build a progressive arc of the intimacy between this duo - which reaches its ultimate moment when the nanad ties her bhabhi the Lumba rakhi.”
Down the years the jewellery brand from Titan has carved a niche space in the hearts of people for its refreshing narratives. Once in a while it may have encountered roadblocks for courting ‘controversy’- given the blinkered times we live in- but most of the time it has won much love from all quarters for the progressive depictions of women in its commercials.
The heart-warming digital film directed by Ronak Chugh, evocatively portrays how the relationship between the sister and sister-in-law strengthens and becomes even more endearing over time. This narrative captures the playful and rather easy-going relationship between the duo, despite all the unsolicited advice received from relatives and society on how best to ‘tackle’ the relationship to avoid the associated ‘pitfalls’.
The film captures the warm camaraderie between the two women and the changing dynamics of their relationship from when the sister-in-law becomes a part of their family and how it coheres into a sweet, nurturing and protective bond, even that of partners-in-crime, akin to that between two sisters. With a refreshingly different take on relationships and the festival, the film adds a new dimension to the Raksha Bandhan conversation by throwing spotlight on progressive womanhood and challenging the baggage around the dynamic shared by sisters-in-law. Thus, the #SistersByChoice creative, upholds the underlying theme of women uplifting other women, portraying an innovative and more nuanced narrative.
Speaking about the campaign, Tanishq, Titan Company Ltd, GM – Marketing Ranjani Krishnaswamy, said, “Raksha Bandhan has always been a beautiful occasion to celebrate diverse relationships, their special bonds and reinforce the promise of taking care of someone – and that needn’t be just a brother-sister equation. #SistersByChoice is our humble attempt to showcase and celebrate the unique tradition of Lumba Rakhi capturing a loving banter between a sister and her sister-in-law that spreads happiness and positivity. With our latest campaign, we hope to celebrate the underlying promise & emotion around Raksha Bandhan which is all about love & care.”
