Jewellery brand, Tanishq, has launched a Diwali campaign, ‘Pehli Diwali’, just in time for the festive season. The film is a tribute to every Indian woman celebrating her ‘firsts’ as she embarks on the journey to reinvent herself, which feels like a ‘Pehli Diwali’ celebration. The festive campaign puts an emphasis on the optimism that stirs up emotions related to every first.
The festive films, created by Lowe Lintas, encapsulate some of the memorable moments that remind us of our personal and professional growth journey that deserve a grand celebration. The films are a reminder that every milestone in our lives calls for a grand celebration, much like a ‘Pehli Diwali’.
The first film shows an entrepreneur celebrating her Diwali for the first time at her new office with family and friends, and it concludes with a playful exchange between her and her husband, who praises her dedication and enthusiasm as they share their special moments together.
The second film introduces a Lieutenant in The Indian Air Force, who is celebrating her first Diwali away from home with her Air Force family.
The third film is about a single mother preparing to take her daughter on her very first bike trip.
Arun Narayan, Vice-President category, marketing and retail, Tanishq, Titan said, “Pehli Diwali holds a very special significance in our country where families celebrate the first Diwali after a wedding or post welcoming a child. Our festive campaign is an insightful take on this tradition, seeking to celebrate and commemorate the many new journeys that women have begun in recent times. These journeys, whether small or big, are special as they hold a deeper personal meaning. We are therefore happy to wish every woman on the occasion of the ‘Pehli Diwali’ of all her new beginnings.”
Sagar Kapoor, Chief Creative Officer, Lowe Lintas said, “Diwali has always been a carrier of life stages in an individual’s journey. In this context, ‘Pehli Diwali’ has a huge significance which is followed by a life changing decision. We wanted to capture those emotional milestones of ‘Pehli Diwali’ across different age groups, keeping them real and relatable. The idea was to break away from the usual Diwali advertising that celebrates the festival at a surface level.”
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