Shilpi Bose, my co-blogger, emphasizes the importance of consumer insights in advertising campaigns in this post. While writing about the current Tanishq Diamonds she also recalls the 'Zara Sa Rin' campaign which was one of the most successful ad campaigns of the early nineties.
Aroop Bose
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| No mixing of diamonds Zara Sa Rin |
I like the latest Tanishq commercial, why? Though I do not much care for celebrity endorsements, this one probably features Amitabh and Jaya together in a commercial for the first time. Besides I like the interesting use of consumer insight. Amitabh Bachchan while presenting his wife with a diamond necklace informs her that there are different qualities of diamonds. Through the ensuing dialogue the commercial conveys to the target audience that there is no mixing of diamonds in Tanishq’s diamond jewellery. This
