%% The advertisement is already on air, and conveys the message of “diamonds as a most desired gem and one that is used increasingly for gifting”, educates consumers about diamonds and their characteristics, all the while being very subtle in presenting Tanishq as a brand of choice for such prominent personalities like Amitabh Bachchan for purchasing diamond jewellery. %% Speaking about the ad campaign, Mr. Sandeep Kulhalli, Vice President, Tanishq said, “We at Tanishq continuously strive to delight our customers with wide range of distinct products with intricate designs in line with latest trends. With the growing demand for diamond jewellery category that contributes major part of our sales, our major focus this year will be to offer hi-quality diamond jewellery coupled with exquisite designs. Understanding the lack of awareness amongst customers in choosing right diamonds, we conceived the idea of educating our consumers through the ad campaign.” %% The association with the Bachchans clearly is a matter of pride for the brand,” It is indeed an honor for our brand to associate with Mr. Amitabh Bachchan and Mrs. Jaya Bachchan. For this ad campaign we needed someone who would reflect the brand's stature and standing, someone who would connect with people across a wide spectrum. The task seemed onerous considering diamonds is a complex subject. We needed to create something that conveyed the desired message in an uncomplicated way. In line with this thought, we zeroed in on Mr. and Mrs Bachchan for this ad, whose combined fan following varies across 6 to 60 yrs of age, and will be desired personalities to reach out to the people easily spreading awareness on this precious jewel.” He further explained %%

%% Talking about his association with the brand, Mr. Amitabh Bachchan, said, “I am glad to be a part of this ad campaign, as Tanishq (part of the Tata Group) is a very trustworthy brand and is considered as the strongest jewellery brand in India. All offerings from Tanishq have an element of purity in it. This campaign has helped me discover the finer details on buying diamonds besides giving me an opportunity to create awareness on this rarest and most beautiful form of the precious stone. I am confident that all viewers who watch this ad will appreciate the message that Tanishq wants to advocate to them.” Mrs. Jaya Bachchan, added “It’s my pleasure to be associated with the brand Tanishq, which is all about quality and purity. It delivers what it promises to its consumers. While working in this campaign I got to know that the genuinity of a diamond depends on the cut, clarity and carat of the diamond, irrespective of the size. It is important for each one of us to know these intricate details, especially if there are any inclusions or spots in them. Tanishq has brilliantly conveyed this message through the ad campaign”. %%