Tanishq comes out with a beautiful ad to target the middle class who always have a pricing phobia towards diamonds. Lets face it. Traditionally diamonds and platinum have been at the peak of the purchase pattern. I mean, if you find a guy who doesnt fear buying 10 diamonds, you know you have just met a millionaire. Thats the kind of perception people have towards diamonds.
Now offering these diamonds at 10,000 to 25,000 rs is an awesome offer. However, it needs to be packaged in the right manner. Obviously, this product is targeting the middle class. And pitching together the husband and wife is as classic an ad as it comes. Gifting jewellery to your wife is always gonna empty your pockets. Especially if the gift is a diamond.
This same price phobia is shown by the actors who portray the husbands in the ad. And the script is hilarious. As the wives are buying the diamonds, the husbands think of ways to pay off for it. They might have to cancel their vacations, sell their mobiles or even take extra tuitions to pay off for the money lost. The dialogues such as “Barbaadi bula rahi hai” will tickle you and make you laugh. And finally when they find that the diamonds are priced so low, they ask their wives whether that’s all they want or do they want more?? The smarties!!
But yes, when the ad ends, you will think about what would be the quality of diamonds at this price, which is not mentioned in the ad, and whether the offer is really worth it. It builds enough curiosity for you to visit a nearby Tanishq showroom. Knowing Tanishq, we can be sure that the promotional activity will be strong enough to convert leads into customers.
In the end, the message does convey that diamonds might become the new gold!!
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