This Groundbreaking Indian Commercial Will Move You To Tears

Indian jewelry brand "Tanishq" released a commercial celebrating remarriage, a concept conventionally frowned upon in Indian culture.

Posted on

In this new commercial, jewelry brand Tanishq portrays a mother getting married, while her daughter watches happily.

View this video on YouTube

At the end of the wedding, the daughter asks her mother's new husband, in Hindi, if she can now refer to him as "daddy."

Many have given the brand kudos for breaking other advertising conventions as well, specifically its use of a "dusky" skinned model.

A dusky bride with a daughter in an ad?Well done @TanishqJewelry for breaking stereotypes with grace & power #tanishq http://t.co/vfSyG5E87d

Naveen Jindal

@MPNaveenJindal

A dusky bride with a daughter in an ad?Well done @TanishqJewelry for breaking stereotypes with grace & power #tanishq

http://t.co/vfSyG5E87d

/ Via

#FTW MT @nithinkd A dusky bride with a daughter! That's brave in India. Tanishq Wedding Film (2013) http://t.co/sRh8Er5jPQ …

Smita Prakash

@smitaprakash

#FTW MT @nithinkd A dusky bride with a daughter! That's brave in India. Tanishq Wedding Film (2013) http://t.co/sRh8Er5jPQ …

/ Via

Medium toned bride isn't stick skinny and has a kid from previous marriage? Nice progressive ad, #Tanishq Jewelers. http://t.co/iKDq2gMnRA

Kiskolee

@Kiskolee

Medium toned bride isn't stick skinny and has a kid from previous marriage? Nice progressive ad, #Tanishq Jewelers. http://t.co/iKDq2gMnRA

/ Via

Since its release, the ad has elicited largely positive reactions, sparking a much-needed conversation in India.

How many of you have seen the recent Tanishq ad? I believe its just so brave, revolutionary and completely fantastic!! Kudos to the team!!

Deepti Sachdeva

@Deepti_66

How many of you have seen the recent Tanishq ad? I believe its just so brave, revolutionary and completely fantastic!! Kudos to the team!!

/ Via

Respect to the person who wrote/conceptualized the new Tanishq ad. Breaking the stereotypes. Brave. Take a bow team Tanishq.

Oindrila Nag

@oindrila_007

Respect to the person who wrote/conceptualized the new Tanishq ad. Breaking the stereotypes. Brave. Take a bow team Tanishq.

/ Via

Just love the new #Tanishq commercial. Beautiful. Understated. The kind of new India we wish to live in.

Abhishek D Shah

@iabhishekdshah

Just love the new #Tanishq commercial. Beautiful. Understated. The kind of new India we wish to live in.

/ Via