Mia, the jewellery brand from Tanishq, has launched a new campaign for the festive season. Mia’s festive film, ‘This is Me’, is conceptualised by Famous Innovations.
Notes a communique: “The brand symbolises the modern Indian woman achiever, who is fiercely independent, liberated, is confident about her choices, a go-getter and whose aura lights up everyone’s lives. Mia by Tanishq believes that expressing oneself is a journey and it deserves to be celebrated and with every piece of fine jewellery Mia Woman buys, wears or gifts, she celebrates being herself. Mia woman has a unique sense of style, which is not just powerful but is also a true reflection of their indomitable spirit. Mia stands for living freely as your true self, celebrating those who already do, and inspiring millions more.”
With the festive season kicking in, Mia by Tanishq has launched the #SwayWithMia campaign with an aim to create awareness about the brand’s latest ethno-contemporary festive collection, ‘Sway With Me’.
Speaking about the campaign, Shyamala Ramanan, Business Head, Mia by Tanishq, said: “Dance is one of the most primitive forms of self expression- hard coded in our brains. Even little babies move to the rhythm, such is the instinct. We dance because it is a great way to express an emotion when words seems inadequate. Dance is simply a medium by which we show the world and ourselves who we truly are and who we want to be. Deep down in our hearts we believe we are unique and when we sway to the music in our hearts we are reveling in our most authentic version of ourselves. Our latest Brand film celebrates the products inspired by the rhythmic sway of dance forms and the campaign is a tribute to a woman’s self-expression.”
Added Mithila Saraf, Business Head, Famous Innovations said: “We started with an inspiring collection in “Sway with Me” with fluid designs that symbolise freedom, dynamism and joy – traits that are signature of Mia women too. We brought this alive with the insight that today’s young women bring life and rhythm to any situation they’re in, and nothing can stop them from celebrating themselves. The film is a simple illustration of that spirit.”
Mia by Tanishq has launched a series of short films as part of its latest campaign, ‘#GiftSmartGiftMia’ for the IPL season, created by Famous Innovations.
Speaking about the campaign, Shyamala Ramanan, Business Head, Mia by Tanishq, said: “The Mia gifting campaign is an outcome of intense data analysis and social post listening. Jewellery is one of the most gifted categories and an in sighting exercise confirmed that men who believe their partners are modern, independent and expressive veer towards Mia by Tanishq as it is a choice that can never go wrong!”
Added Melvin Jacob, Executive Creative Director, Famous Innovations Bangalore: “IPL is when India’s huge viewership gets into celebration mode. We wanted to use this opportunity to capture fun millennial dating goof-ups and the gifting choices people make. The films pick on the thought that gifting isn’t about spending money, rather it’s about gifting smart and being tasteful. The spots are lighthearted, insightful and fun – and definitely a fresh take in the jewellery space.”
Digital Refresh Networks has bagged the digital mandate for some of the leading brands based in Bengaluru. Mia by Tanishq, Motherhood IVF and iKounsellor are accounts recently added to Digital Refresh Networks’ portfolio.
As a part of the mandate, the agency will be in charge of delivering SEO management, Content, Social Media and Performance Marketing for the brands. The role would be to enhance the brand awareness and eventually the brands overall growth and revenue.
Speaking on the win, Barin Mukherjee, Co-Founder, CEO, Digital Refresh Networks said: “We are overwhelmed with our recent victory and are proud to add multiple leading brands to our portfolio. With our expertise in the digital marketing domain, we aim to propose a holistic solution in order to elevate the reach and engagement of the brands. The agency does look forward to have a long-term collaboration with our existing accounts, acquire additional businesses and build Bangalore as one of the promising centres for DRN going forward”
Voot Studio and Mia by Tanishq have collaborated for a Valentine’s Day brand film. Voot Studio has conceptualized and created a 40-second film as part of a campaign to showcase Mia’s ‘The Cupid Edit’ Valentine’s Day collection.
Said Gourav Rakshit, COO at Viacom18 Digital Ventures: “Voot Studio has been an effective partner for brands in their objective of driving the right message, reach and resonance through engaging and interesting brand solutions. Mia by Tanishq is a very progressive brand that breaks stereotypes through its inspiring product line and messaging. We are happy to partner with them in creating a captivating film for their latest launch that will strike the right chord with the right relevant audiences on Voot.”
Added Shyamala Ramanan, Business Head, Mia by Tanishq: “Mia is a line of fine jewellery, hand crafted for the woman of today. ’Mine’ in Italian, Mia is unique, precious and beautiful. Our Valentine collection, The Cupid Edit, captures the Pearl’s timeless allure in combination with the brilliance of diamonds in a modern avatar. We are excited to collaborate with Voot, as it is a perfect platform to run an exclusive brand campaign for our latest collection.”
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.
It is natural for the middle-income household to be doubting purity and buyback values of their gold that they are buying, exchanging, repairing or melting.
Karat meters are working overtime across more than 280 Tanishq showroom across the nation are busy shaping dreams.
Diamonds after Nirav Modi are failing to find favour among jewellery buyers. But at Tanishq, it’s a bit different. There is trust which gets amplified with the 100% buyback on them at current prices. Diamond start getting a new sparkle.
TANISHQ HEARTFELT GOLD.
I recently saw these three beautiful films on the Tanishq website. I have not seen them on TV, and not much is spoken about them on social media. Maybe I missed them. They seem to evoke the right emotion and reactions from consumers and people I could check. wit
What I was interested was in seeing how far does the brand take what it promises on its site. And that took me to the showroom at Borivali and Oberoi Mall in Goregaon.
I was suitably impressed by the near-templatised humanly perfected identical treatment. I can endorse what Tanishq says about their customer service. “We strive to ensure that every employee at Tanishq is welcomed into the folds of our protective family with their best interest being one of our main concerns. Our Karigars are provided with world-class facilities, a safe and supportive environment and are well taken care of with benefits like health care and financial aid. With the advancement of jewellery making equipment and technology, our workers also gain training and access to these top-of-the-line machines to aid in the creation process of their masterpieces.”
TANISHQ JEWELLERY MAKING CHARGES.
Tanishq has become a benchmark of purity and customer service in gold jewellery. People, after experiencing carat deviation between claimed and actual on their old jewellery, have shifted. They are now willing to pay a premium on making charges once they are assured of the purity and carat of the gold they are buying. Though Tanishq talks of every jewellery piece being crafted to give it a signature finish and the availability of a wide range of gold jewellery where the making charge start at 8% only. Now, this is the standard ploy; you hardly find much jewellery at 8% making charges. Mostly it is around 18-20%. Maybe a Tata brand could be a bit more transparent than starting at 8% gimmick.
PUSHING THE PURCHASE VALUE.
The team of salesperson take good care and keeps you engaged. It is their role to push the value of the purchase. Hence if you say you want a jewellery costing Rs 1 lakh, they will show something starting at 1.5 lakh. This strains customers from the middle-income household who walk in after doing their complete maths.
The customers finds themselves constrained in the ambience of the showroom. They feel hesitant voicing their concern. Their body language closes out. There would be a feeling and a question if they were better at the family jeweller.
The joy of buying gets threatened. Maybe it is nice to show 1.5 lakh but please show then the lakh piece too.
THE KARAT METER MAGIC AND ISSUES.
The state-of-the-art Karatmeter present in every Tanishq store is a very accurate way of measuring the purity of Gold. I have personally experienced the trust it evokes and has seen it tilt discussion in favour of Tanishq.
THE MELT BEFORE YOUR EYES MAGIC.
When a customer brings old gold for exchange at Tanishq, he or she sees the old gold melt in front of their eyes. The pre-and-post melt weighing is done right in front of you. The result, the weight and the karat reading are always right.
THE MATHEMATICAL CHALLENGE CUSTOMER.
Here is what I witnessed at one of the Tanishq showrooms. The Tanishq team takes the pain to explain to mathematically inclined jewellery exchange couple how a 40 gram 23-Karat and a 10 gram 20-Karat gold after melting can become 50 gram of 18.3-Karat. They are convinced only when another customer who is watching the argument and steps in to explain. It is all about soldering – tanka in the old jewellery.
The couple understands and compliments, saying they have got their old jewellery checked in two towns across three Tanishq showroom getting precisely the same reading. Maybe some amount of pre-explanation is required.
THE GOLD HARVEST SCHEME.
You should see how the salesman, while selling a small piece, is busy upselling dreams. He is pushing the Gold Harvest Scheme. Where one can accumulate money over a period of time and at the end of the period, buy the jewellery they want. With the Tata brand, the security of money is guaranteed. I would presume Tanishq showroom at least the one I visited on that particular day was showing a minimum of 50% GHS subscription.
BIG HEARTED RELATIONSHIP.
Tanishq is taking personalisation and emotional touch to a new level. When you unsubscribe to their mail, what you read before you say click is so endearing. “We’d be terribly sad if we can’t send you emails any more. But if you’ve had enough, with a heavy heart, we say this. Click here to unsubscribe.”
This service standard is apparent across Tanishq, Zoya, Mia, Caratline, Helios World Of Titan, Fastrack, Titan eye plus Skinn. It is how the complete brand trust is retained and strengthened.
TANISHQ, BEYOND GOLD AND SELLING.
It feels good to know some more facts about Tanishq sincerity. So, what if my source is just its website. I will trust the brand to tell me the truth.
Over 70% of the water used in manufacturing is recycled.
30% of the energy used in manufacturing is renewable.
40% of the Gold used comes from recycled sources.
The Titan Kanya Initiative helping educate more than 34,000 girls.
Mia by Tanishq has announced the launch of its Facets Collection and a TVC to promote it, conceptualised by Fryed Advertising.
Speaking about the collection, Bhavishya Kelappan, Brand Head, Mia by Tanishq, said: “With the launch of our latest Facets Collection, Mia has redefined the contemporary jewellery category as we understand that Jewellery is an element of self expression. We believe that a woman expresses her mood not only through her attire, but also through the jewellery, she chooses for the day. Our latest Facets collection includes designs that reflect every mood of a woman. The TVC clearly highlights our key proposition of the unique collection available that perfectly complements the various moods of the women of today.”
Added Prahlad Nanjappa, Partner, Fryed Advertising: “The Facets Collection led us to visually echo the many sides of a woman. Our commercial showcases many girls – until you realise that they’re all the same person, and her many moods interacting with each other.”
Mia by Tanishq, has launched a brand campaign, #MeInAction, which celebrates the women of today. To truly bring their #MeInAction brand campaign to its finest, the brand has collaborated with three iconic celebrities of the digital space; Sobhita Dhulipala, Shriya Pilgaonkar and Maanvi Gagroo from the fame of ‘Made in Heaven’, ‘Mirzapur’ and ‘Four More Shots Please’, to launch a series of 12 videos, with each video individually introducing women from different walks of life.
Said Bhavishya Kelappan, Business Head, Mia by Tanishq: “The modern Indian woman of today is always on the move, putting her thoughts into action. To celebrate these dynamic thinkers, Mia is proud to launch the new #MeInAction video series, which highlight the unique personalities of each woman, and how they give life to their ideas. They always bring their very best to the table, and Mia wants to take this opportunity to be the perfect platform for all the women out there to come forward and share their own inspiring stories.”
Speaking about the campaign, Sandeep Kulhalli, Senior Vice President, Retail and Marketing, Tanishq said: “Mia by Tanishq has always offered the very best of fashion fine jewellery for women, and has always complimented her as she carries herself in total confidence. With the #MeInAction campaign, we aim to celebrate the crusader in a woman, at every step of her life, with complete style and elegance, and combined with her unstoppable actions; she is a force to be reckoned with. Everyone’s eyes are on her as she captures the world entirely.â€
Added Arun Iyer, Chairman, Lowe Lintas: “Women today are achieving whatever they set their minds to. They are unhinged and fearless in their approach. But instead of putting their accomplishments on a pedestal, we wanted to show the work they put into it. Our desire was to bring to life the fact that whatever women do, they do it in their own unique way. Their strengths and personalities are what they bring to the table. To sum it all up, all we wanted to highlight women in action. That’s where the idea of ‘Me In Action’ came from.â€
Tanishq,India’s largest and most preferred jewellery brand, on Thursday announced the launch of its first ever co-creation activity ‘My Expression’. The activity is an open for all contest aimed to identify and reward the best creative minds across the country.
Interested participants are requested to submit an idea for Mia – the new Working Women’s line and the top 10 finalists stand to win Rs1,00,000 each. The selected idea will be used to in the next collection for Mia.
To participate, users should first register by visiting the website www.myexpression.tanishq.co.in, login and then submit ideas. After logging in, users can choose to either enter text, or upload a picture or upload/paste the youtube link of their idea, explaining the concept in detail.
Points will be awarded for originality and innovativeness of the idea, degree of detail in idea submission, the fit with the brand and ease of manufacturability. The deadline to submit idea is February 14, 2012.
Once the ideas are collected, public will vote for their favourite ideas through an online poll system, and the top ideas will make it to the Jury Selection round, at the end of which the top 10 will win the cash prize of Rs1,00,000 each.
A 3-member jury comprising eminent personalities including Revathi Kant, GM – Design, Innovation and Development, Tanishq, Anaita Shroff Adajania, Fashion Director, Vogue India and Shimul Mehta Vyas, Mentor, Textile Apparel and Accessory Design, National Institute of Design (NID) will evaluate designs and ideas to shortlist top 10 winners.
Announcing the launch, Mr Sandeep Kulhalli, Vice President, retail and marketing, Tanishq, said: “My Expression is the first of its kind initiative in the Indian jewellery industry. We are excited about the contest as it is interactive platform to engage with our customers and fans.”
He further added: “Through this engagement, we can also secure useful insights on Tanishq’s jewellery collection, and also find intelligent, creative and smart young designers with great ideas. We look forward to active participation and indulgence from our fans and help make co-creation a success.”
“Tanishq has been one of the early adopters of digital media – Tanishq One, the collection targeted at men, was launched using only digital media, Tanishq Valentine 999 collection, targeted at youth, had digital media as the lead media and now Tanishq My Expression, India’s first co creation activity, is using only digital media,” said Unny Radhakrishnan, National director, Digital, Maxus.
Tanishq, from the Tata Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality. It has built for itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires.
Interesting TV campaign from Tanishq for their new sub-brand called Mia. Mia is a jewellery brand targetted at working women. I suppose it’s meant for lady execs who usually wear imitation jewellery at work. And yes, I do think there’s a separate market for this segment. Jewellery pitched for use during momentous occasions like marriages, etc, can’t be adorned for daily wear. Good marketing strategy.
Rating: (On a scale of 1 to 5): 4. Sound strategy backed by relevant creative.
And what’s even better is that the creative work shines. There are three commercials on air. The idea is this: A female executive feels really happy when she wears her jewellery. Even if she’s stuck in a boring workshop. Or can’t find a parking place at the office building. Or gets a poor increment. The format of each commercial is that in the beginning you see the woman delighted at wearing her jewellery. And later arrives the twist of an ‘unhappy’ work situation.
I like this campaign. For two reasons. One, because of the sharp understanding of the working woman by the advertiser. Which is that whatever be the work pressures, however sadela her job might be, a woman would want to look pretty at workplace. Two, the execution is steeped in reality. Yes, highly boring workshops and car park mess are realities we all totally identify with. The contrast is quite endearing. That of a desire to look beautiful. And a real life that’s full of stress. Good show!
Voot Studio and Mia by Tanishq have collaborated for a Valentine’s Day brand film. Voot Studio has conceptualized and created a 40-second film as part of a campaign to showcase Mia’s ‘The Cupid Edit’ Valentine’s Day collection.
It is the festival and marriage season. And gold is crossing all known limits. It’s also Tanishq time.
By Anil Thakraney