Tanishq's new ad pays tribute to frontline workers with 'mask police'

Tanishq, the leading jewellery brand from the house of Tata, has launched a film to celebrate the commitment of the healthcare community on this National Doctor’s Day (July 1). The film pays tribute to the doctors for working tirelessly, and also their families who have supported them through this crisis, in the wake of the COVID pandemic.

Written and conceptualised by Dentsu Webchutney, the film revolves around a frontline doctor, who is also a mother. We see her daughter asking people to wear masks. The gruelling hours spent at the hospital to save lives often made her (the mother) stay away from her own daughter.

As the film unfolds, the viewers see the heartwarming mother-daughter relationship take centre stage. The jewellery brand plays a special role in helping the mother express her love to her daughter and further strengthen their bond, even as she continues to fight on the frontlines.

With this film, Tanishq pays a heartfelt tribute to the extraordinary strength of the doctors and a resounding thanks to the entire medical community fighting for our safety. At the heart of the campaign is Titan’s commitment to the healthcare community.

Through Project Raahat, the brand is providing medical equipment and infrastructure to help the healthcare workers fight the pandemic. It has also supported 13 public spirited hospitals across India with oxygen and critical hospital infrastructure.

Speaking about the launch of the film, Ranjani Krishnaswamy, general manager – marketing, Tanishq, Titan Company, said, “Many of our consumers, who come from the medical community, have been bravely weathering the storm since last year (2020), helping us feel safe one day at a time. While we wanted to honour their resilient and relentless spirit, we also wanted to pause and applaud the unconditional support offered by their families.”

“It requires immense strength, courage, and selflessness to let your loved ones battle it out every single day for the greater well-being of others in need. This film is our humble salute to all such doctors and their inspiring families.”

Binaifer Dulani, creative director, Dentsu Webchutney, added, “The narrative spun around the medical community often refers to them as superheroes – but when we do that, we fail to acknowledge that they are also human. Through this pandemic, they have constantly had to put us and our families ahead of their own, and that is an emotionally draining decision to make.”

“This film tries to show a real relationship between a mother ,who is a doctor-frontliner, and her daughter, and through it, helps us all empathise with the medical community.”

Spearheading Project Raahat, NE Sridhar, head – corporate sustainability, Titan Company, had this message for the medical community, “Thank you for saving precious lives. While we may not be with you directly, we can only enable you, ease your work in a small way through many interventions in the areas of oxygen availability enhancement, augmenting critical care facilities and infrastructure.”

The film was shot with a small crew, and it adhered to all safety guidelines.

Credits

Agency: Dentsu Webchutney

Creative

Creative director: Binaifer Dulani

Copy supervisor: Zeel Mehta

Group head art: Misbah Shahana

Account management

Vice president: GD Prasad

Account director: Ranajit Gopinath

Senior account manager: Phani Kumar

Films team

Senior producer films: Mehar Sahib

Production house: Bratman Films

Director: Nisrin Aziz

Producer: Adil Aziz, Bharat Purohit

Tanishq: Gaurav Midha, Tanasha Amlani