| Philosophy | Onam is a festival celebrated by every household in Kerala. It is celebrated with much fanfare at the end of monsoon to mark the harvest season every year. 'God's Own Country' becomes resplendent with festivities and colours in celebration of this auspicious day. And, of course, brands see sales spike during Onam and, therefore, aggressively market to the people of Kerala. As is the case during most festivals in India, marketers typically either give freebies, launch promotional schemes, or bundle offers. However, Tanishq has taken a different route by attempting a change in behaviour amongst Malayalis. In its latest campaign by Lowe Lintas Bangalore, Tanishq attempts to make itself a thread into the social fabric of Malayali culture by becoming integral to the celebrations. The campaign leans on the fact that men sit around and never contribute to preparations for Onam, while women do all the work - for which the film takes light-hearted digs at the men of the house. In tune with the song composed by a popular regional band of Kerala - Thaikkudam Bridge, every verse of the song ends with a question asking the husbands, ‘What are you doing for Onam? Don’t you have something to do?’ The song reaches a conducive resolution when the men are prompted to gift their wives a piece of jewellery from Tanishq's Sampoorna collection. Rather than asking women to buy jewellery for themselves, the film talks to the men of the house, encouraging them to gift jewellery to their wives. Taking this into the territory of 'gifting' is a wise move, considering that the buyer behaviour is driven by emotions rather than rationality. The campaign is live on digital and offline. |