Brand: Tanishq
Agency: Talented
Why the campaign rocks:
The principle that “Everyone Matters” should fundamentally shape how we view people, regardless of career gaps or breaks. A career break for motherhood is often dismissed as just a gap, overlooking the significant personal growth it fosters. Tanishq’s ‘The Interview’ campaign, released for Mother’s Day in 2022, powerfully challenges these ingrained biases. The ad featured Radhika, a mother returning to the corporate workforce after a 14-month sabbatical. During her interview, she’s asked about her time at ‘Life Boot Camp Corp.’ She describes training a ‘newbie,’ learning from ‘seniors,’ and explains her departure by stating her ‘team’ is now independent, while acknowledging she remains ‘on duty.’ The reveal that she’s referring to her motherhood experience is both poignant and impactful.
This campaign transcends a simple wordplay; it’s a crucial commentary on the skills cultivated during motherhood. Crucially, it demonstrates that motherhood is not a ‘leadership boot camp’ – a temporary learning experience – but a demanding, full-time job, akin to any professional role, with its own set of rigorous expectations, continuous learning, and unique challenges. Radhika’s experience is not a condensed training program, but a period of intense, sustained work. It demands resilience, problem-solving, multitasking, and emotional intelligence, skills directly transferable to professional environments. Reframing career breaks as periods of substantial professional-equivalent experience is essential. ‘The Interview’ initiates a vital dialogue about valuing diverse experiences and fostering inclusive hiring practices.
Tanishq’s history of promoting progressive narratives continues with ‘The Interview.’ It not only strengthens the brand’s image but also contributes to a necessary shift in societal and corporate attitudes, urging a recognition of motherhood’s inherent value as a significant, demanding, and highly valuable form of work.