Tanishq,a jewellery brand’s ad campaign

Tanishq took an advertising campaign to talk about women’s remarriage, a subject which fast-changing modern Indian society is yet to embrace completely. The ad, which has been directed by Gauri Shinde of English Vinglish fame and was created by Lowe Lintas and Partners, features actress Priyanka Bose

The campaign essentially shows the bride – who is also a mother and not light-complexioned – getting ready for her wedding. She walks to the mandap with her little daughter and as the bride and groom start taking the vows, the little girl insists she wants to participate. As the situation gets awkward and everyone (grandparents and mom) tries to shush her, the groom is seen picking up the little girl and carrying her all through the wedding ritual

The campaign created quite a flutter as everyone had something to say on Twitter and Facebook. While one tweeted: “That Tanishq ad has worked well, everyone is talking about it”, another said, “Tanishq breaks social norms, celebrates remarriage in new ad, Good on you Tanishq.” Others believed, “Indian advertising finally coming of age, very progressive.” 

The ad might have been liked or disliked but it will certainly go down in the history of Indian advertising as something that evoked strong reactions from viewers