There comes a time for everyone ( mine has passed ) when dear ones pitch "marriage", and its not easy to keep ones stance. Tanishq wedding jewellery advertisement promotes itself with one such scenario helpin doting parents persuade their daughter to consider a proposal. And how? by letting the to-be bride see how beautiful she looks decorated as a bride with all the wedding jewellery. Very convincing. It is difficult to give up on clothes or accessories that make you look (feel) good.  

The casting is very sweet too with Arundati Nag as the smart i-know-what-can-get-her-to-say-yes mother stands out. The ad begins with a father-mother-daughter in a car drive and father pitching for his daughter to consider meeting a "guy". The daughter is of course not interested. 

Arundati Nag, who plays the mother steers them into a Tanishq jewellery showroom. What happens next is where the ad excels. The daughter is enticed into trying the wedding collection piece by piece, making her feel prettier. The staged transformation from a look with no jewellery to one that enhances her looks with every ornament is what comes through as most convincing. Once they learn its the wedding collection, the mom does a "oh, we are not interested" and asks daughter to take off the jewellery. 

The ad ends with the girl opening up to meet the guy and a tonge-in-cheek sms from mother to father. The poor man who so hard tried to persuade his daughter with the attributes of the guy, i think is still wondering what got him through 25 years of matrimony. Just needs to accept that only a woman can understand another woman. Clever use of insight. 

I like this ad for its non-randomness in demonstrating benefits and creating an aspirational value. Charmed! You might wonder is it jewellery that gets a girl to consider a proposal, i think its the promise of that special moment, a moment where she is the bestest.