#CaseStudy: The Saga Of Pink - 'This Is Me'

Women in India have historically adorned themselves with Indian jewellery. It not only enhances a woman's beauty but has also become a staple at festivals and weddings.

It is typically made of gold and silver and frequently features intricate designs and colorful gemstones for people; however, it represents a woman's feelings and love.

Indian jeweler Tanishq, founded in 1994, has blazed a trail in the market with its unique designs. Mia has been launched for working professionals to give them more reasons to buy ornaments. Mia by Tanishq offers a wide range of jewellery for every occasion, from everyday wear to special occasions. The collections include rings, earrings, necklaces, pendants, bracelets, bangles, and more. Mia by Tanishq also offers a range of services, such as custom jewellery design, jewellery repair, and jewellery appraisal.

Mia by Tanishq came up with an innovative ad campaign called ‘This is Me’, which actually is a music-video, 3 months ago.

The campaign is conceptualised by Famous Innovations and is produced by Jungle.

Melvin Jacob, Creative Head & Sharon Ann Varghese, Business Head, Famous Innovation, comment, “The Indian woman today is at her bravest best, shining with the courage to be true to herself. This is driving her to do amazing things in so many different ways. ‘This is Me’ is a celebration of this spirit that’s in every woman in India – an ode to her individuality that makes her truly special.”

Here is all you need to know about the campaign:

The 'This is Me' campaign combines candid performance images of women with jewellery photographed organically and in a delightful trendy closeup. Lines are handled as spoken words to give the film gravity and to create a more paginated varied storyline. Each character's voice adds its own twists and modulation, making the character more lifelike when they mouth the phrases at precise intersections while looking deep into the lens and throwing attitude. It also provides another remarkable and unforgettable aspect of the film, connecting with the audience.

Idea: Tanishq has been at the forefront of celebrating strong and independent women. The goal here is to establish a powerful visual language that is appropriate for the modern ladies that represent Mia. The idea behind the 'This is Me' campaign is to watch seven young independent women tell their tales.

Narrative: A brief montage of lone women interacting with the cameras in mid wides and closeups. They wiggle their bracelet-encrusted wrists, toss their heads to show off their earrings, move their ring-encrusted fingers in front of their faces, and stare down into the lens in a low angle shot while the pendant dances in the foreground, catching the light and flashing brilliantly.

Reason: Pink is used to build a language with the brand and to bring all of the characters together. Imagery that is recognised, memorable, and speaks to the audience. While each character is depicted in their own setting, and each woman is distinctive in her own way, they are all linked together in spirit because the ethos of the single voice of 'This is Me' is the same.

Impact: The entire group, from Dee MC to Riza Reji, reflects a wide range of industries and personas of empowered women performing outstanding work. The accomplishment and aspirations displayed will have an impact on young Indian women and inspire them to go forth and make a difference in whichever way they choose.

Visual Method: The concept was to create a vibrant, eye-catching universe set in the narrative language of a music video that is peppy, appealing, and outspoken.

Outreach: Mia's 'This is Me' campaign is spreading joy across the country. Recognising women in their purest form has brought in the true spirit of inclusivity and strengthened the confidence of today's women. The campaign has already gotten a lot of positive feedback on social media, notably for the use of real-life influencers from several categories. The campaign has been warmly reviewed and discussed among marketing industry executives.

“It was an amazing experience to have gotten to shoot these incredibly inspiring young women, each one a powerhouse of their own. Everyone in the crew fed off their energy and gave it their all, hope you enjoy the film as much as we enjoyed making it,” shares Shai Samtaney, Co-founder & Director of Jungle.