Tanishq’s remarriage Ad (mixed reaction)

Tanishq’s remarriage Ad (mixed reaction)

The Tanshiq’s latest ad on the concept of remarriage has grabbed huge attention.

The ad has received mixed reaction from the marketers and viewers.

Experts believe that it was a very good attempt. It has been applauded with tags like – taboo breaking, outstanding and progressive. Adweek has described it as “not only revolutionary. It is crazy bold “

The ad has been praised a lot for having the potential to mould the thinking of the audience. The portrayal of dusky lady with a child going for remarriage, itself is a very bold act in Indian society. By this tanshiq wants to give the message that “it’s time to change the perception, time to break old norms”. It wants to capture the audience with the emotional appeal of the ad and the moral behind the story.

Tanshiq has been always viewed as a jewellery brand with awesome designs for elite class. The average audience believes that this brand is not to cater their needs. By this ad tanshiq also wants to change this very perception of people. The amount of trust built by this ad will inspire the upper middle class to consider it as an option. It will have high ad recall value.

It’s a misconception that the ad is targeting only that segment of market who is remarrying.

Critics speak:

• -       Is the ad positioned correctly?
• -       There may be a situation, when people will remember the ad but will not be able to recall, the brand ”tanshiq” , as they were lost in the inspirational story?
• -       Is the story too daring for the traditional market?
• -       Will there be substantial influence on sales?
• -       Some tweeted “advertising cannot be the moral compass- strongly get a grip on where to look for guidance from” 

At the end, after all the mixed reaction this ad will be remembered in history of Indian advertising as one such ad that stirred the thinking process and generated strong reaction from the audience.