Weddings are the biggest canvas for jewellery brands in India. For an Indian Woman, her wedding is the most important occasion of her life where celebrations are colourful, elaborate and very traditional.

Sadly though, this is not the case when an Indian Woman gets re-married. Re-marriages in India carry inexplicable social stigma and so, happen without any fanfare or celebrations.

Being India’s largest and most modern jewellery brand, Tanishq decided to take on the onus to drive social change and re-write the conversation around re-marriage.

Set amidst a traditional Indian Wedding, the campaign tells the story of a woman getting re-married, who looks just as beautiful and joyful as any ‘first time’ bride. To push the point, we chose a mother getting re-married.

This attempt to sideline the taboo surrounding re-marriages in India was not just targeted to women but equally importantly to men and society in general.

The campaign - ‘Tanishq Re-marriage’ was an attempt to take the high ground by tackling some of the biggest societal stigmas in India. Namely, the topic of 'Re-marriage' and the stigma attached to being 'dark-skinned'.

Positioned on the lines of ‘A Wedding to Remember,’ the campaign tells the story of a young mother and her daughter as they prepare for the greatest journey of their lives - a second marriage.

Her anxiety and nervousness about the acceptance of a child in a second marriage is put to rest when the bridegroom welcomes her daughter into his arms as they follow the customary tradition of seven steps around the Holy Fire, which signals the completion of the nuptials.

We launched the campaign using the two most powerful media vehicles in India - Television and Digital.

In doing this, Tanishq was able to reiterate yet again why it is India’s most modern brand operating in India’s most traditional category.

The campaign was able to break stereotypes and change the conversation around re-marriage in India. The resultant conversations went far and wide from Mumbai to New York generating tremendous buzz both in national and international media.

The campaign was covered by over 100 publications globally and many considered it as one of the most inspiring campaigns for women in 2013.

This generated tremendous buzz and conversations both in national and international media.

The campaign was covered by over 100 publications globally and many considered it as one of the most inspiring campaigns for women in 2013. It resulted in Rs. 6.8 million of earned media for Tanishq.