Digital

Tanishq Missing Diamonds: worth finding

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There was a time when a 360-degree campaign was wrongly interpreted by creative teams as (a) creating a TV commercial (b) taking a static image or a screen grab from the film and plaster it on static media. Thankfully we’ve come a long way since then. The last Tanishq ad featuring Amitabh Bachchan was quite a hit. It did a neat job of ‘educating’ consumers on diamonds and for once, the choice of celebrity seemed real.

Now comes an interesting online activity: Tanishq Missing Diamonds. It’s a game on the microsite where consumers are asked to solve the case through a series of clues in the form of videos.

What I liked was the ‘left of field’ take on the TV commercial adapted for the online medium. The clues in the form of videos ensure some level of stickiness to the campaign. Also, it’s interesting to see how a Facebook account allows you to connect to so many such online activities for brands – across target audience profiles.  Facebook seems to be the preferred destination for brands targeting youth as well as higher age-groups like in the case of Tanishq. Any comments?

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

1 Comment

  1. Kishan Kumar Reply

    Hi Mr Bhat,

    Thanks for your kind words! I was part of Maxus team who conceptualised this campaign. We wanted to make the diamond education interesting and engaging and hence came out with this thought which otherwise would've been considered stupid. To me, the success of this campaign shows that with a powerful idea, an enterprising client and a great creative partner — the so-called 360 degree can actually come alive. By the way, the 5 fastest "solvers" are going to chase the thief this weekend in Mumbai 🙂

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