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BW Businessworld

Celebrating Love That Lives On

Tanishq’s latest ad film #LoveRemains — a 7-minute video where real people talk about their experiences— on this Valentine’s Day celebrates all that love brings even after it ends

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Come Valentine’s Day and there are a number of ads on love and couples sharing their relationship with candies, gifts and soft toys. However, Tanishq’s latest ad film #LoveRemains for Valentine’s Day took a different route, as it has often in the past.

As a brand, Tanishq’s many recent campaigns have been about changing the perspectives around topics such as love and marriage —  be it the #Remarriage film, or the wedding film where the grandmother happily mocks her granddaughter for not going for an inter-caste marriage.

The latest ad, which has been conceptualised by Arun Iyer, chairman and chief creative officer of Lowe Lintas and directed by Gauri Shinde, is looking to give Valentine’s Day a whole new meaning by talking about love as not just in a current relationship, but as love in a relationship that has ended.

Speaking about this film, Deepika Tewari, assistant vice-president of marketing at Tanishq, said, “Valentine’s day is a day when the world celebrates love. We at Tanishq have tried to reflect an aspect of love that goes on forever. In this new film we have captured seven real love stories. In the journey of life, these people fell in love and each of their relationships has left behind something that they will cherish forever. These stories evoke a strong sense of emotion and are very relevant and relatable, especially today. Because whatever happens in the journey of life we would like people to keep celebrating love. Because love always remains.”

The film brings on camera, real people with past relationships to talk about their belief in love. A series of candid conversations made by corporate executives, artists, actors such as Sandhya Mridul and Manav Kaul, hark back to their relationships and cherish what remains — ‘love’.

Explaining the concept behind the campaign, Iyer says,“The idea came from a very simple thought. On Valentine’s Day, everyone celebrates the beauty of love. But what about the difficult bits? It’s the ones who have seen this other side of love that truly know what it’s like to be in it. We thought that Tanishq, a brand that has always shown the mature side of relationships, should not just celebrate the good parts of love, but also the sacrifices and hardships that make it stronger.”

The campaign film will be seen on social media and streaming platforms.