Tanishq has launched a heart-warming campaign ‘Pudhumai Penn’ exclusively for Tamil Nadu. The women of Tamil Nadu today, play dual contrasting roles – of being the culture-custodian and the change-maker of Tamil culture and values. With this campaign, Tanishq taps into this very insight and celebrates every Tamil woman and her balanced-duality that is the springboard of her undying, limitless & spirited personality.
The ‘Pudhumai Penn’ of Tamil Nadu is an embodiment of strength, affection, beauty, and intellect which truly makes her the torchbearer of tradition and the change maker of today. The campaign beautifully encapsulates their essence as the one who dearly values culture, and is proud of embracing change that impacts the collective good of the society.
The film is conceptualised by Lowe Lintas. Set in a traditional ‘muttram’ (courtyard) with an ‘oonjal’ (swing), and ‘aathangudi’ tiles the 45-second film is drizzled with artefacts symbolic of Tamizh culture, undeniably evoking a strong sense of association, and making every viewer reminisce and recall their ancestry, their childhood, their rich Tamizh roots. The film is a reflection of a Tamil family coming together – from a Thatha-Paati to a newly married couple, to women across all age groups, and kids running around- it is an all-inclusive film with Tanishq beautifully adorning every moment.
While the vibrant visuals with kuthu vilakku (lamps) cue in a celebratory fervour, the powerful lines of dual verses add a touch of poetry that majestically bring alive the duality of every Pudhumai Penn. True to the Tamil flavour, the music track is punctuated with South-Indian percussive rhythms and layers of instrumentation. In a way, the melody serves as the perfect soundtrack for the coming together of an entire Tamil household as little moments of joy and celebration unfold.
The film is as real as it can get with a carefully curated cast of real women achievers from the land of Tamil Nadu– A Silambam Champion, a classical dancer/entrepreneur, A Padma Bhushan awardee, and others – with the ‘Lady Superstar’ of the South, Nayanthara, leading the pack. All these women are a perfect blend of championing tradition through their art form and giving it its own identity through a contemporary interpretation.
With this campaign, the brand evokes love for every ‘Pudhumai Penn’ who makes the Tamil land sparkle with pride. And inspired by their brilliance comes fine gold & diamond jewellery by Tanishq designed as an ode to every ‘Pudhumai Penn’ using traditional craft forms in contemporary silhouettes.