Is it just me? Or anyone else noticed?

See emotional marketing is nothing new, especially with FMCG majors, banks, mobile networks etc ( most of them being clumsily written). But there’s this brand which stands out almost always when it comes to evoking human emotions- ‘Tanishq’.

They don’t try to trigger strong emotions, lead a movement for change or say anything outlandish. Subtle and expressive, they leave you feeling all balmy and sweet. Just simple expressions of goodness.

Take a look at their campaigns over the years. And see how consistent they’ve been with their overall theme.

The iconic ad- from where it began . . .

Mia Range – TG- Working Women

Rivaah- TG- Wedding Jewllery

The ones with Deepika . . .

Other Ads. . .

And there are just so many more. (Just browse through their youtube channel)

I would like to dig deeper into how they establish such emotional connect on a consistent basis. I googled a bit and found this article. It explains a few things.

Also, this brand building reflects in their profitability. They are the largest player in the organized jewelry market in India. Currently, while most jewelers are still reeling after the Nirav-Modi saga, Titan ( their parent ) has grown in the same period by over 9% in the same period.

Clearly, the confidence of Tatas and Tanishq’s consistent brand promise works to their advantage.