9582341343
GOLDEN DAWN WITH TANISHQ
XIC 2020
As part of Xavier Institution of Communication, we did this hypothetical project for Tanishq. Attached you will find all my creative ideas for social media posts, OOH, and creative copies. I have also listed down even a few copy options that the group didn't go ahead with.
Brief
The brief was to ideate and execute a hypothetical campaign for Tanishq and specifically make Tanishq's gold jewelry attractive and desirable to younger girls
again.
Insight
We conducted primary research and found out that our Target Audience is very particular about their individual freedom and does not want to be caged. Additionally, Gold is not avoided by younger girls because of its design, but because of the rulebook and societal definitions it comes with.
Idea
Our campaign seed idea was to normalize anything and everything associated with womanhood. We understood that the definition of freedom is multi-layered - dressing, jewelry, education, empowerment are all different aspects of it. Our campaign name was called 'Golden Dawn with Tanishq', signifying a new beginning where freedom is the new cool.