Mia by Tanishq: Beyond Vanity
Q] Mia By Tanishq has a history of campaigns and communication that have tried to change the perception of jewellery from occasional adornment to everyday wear. But jewellery also carries the baggage of being a status symbol, so how would you define your marketing outlook? Q]?What was the insight to the campaign ‘For The Star In You?’ How did the endorsement by Rakul Preet happen? Q] Your campaign launch coincided with the festive and World Cup season. Were there any activations on the CWC platform? Q] The communication by the brand on digital and social media also has CTAs with information for offline buying. For example, product codes on a social media post, how do you trace this hybrid journey for consumers and make it seamless?
Every jewellery brand relates to a piece of emotion, whether it’s gifted, bought for sale, for an occasion, etc. But we want to celebrate those moments in between, emotionally or in a lighthearted manner. Our commercials are generally very relatable, and talk about how Mia has this transformative power that doesn’t need to come at a high cost. It can be affordable, and the whole objective is to democratize style, fashion and sustainable jewellery for everyone who chooses to buy it.
We’ve designed all our communication for the modern consumer. Someone who is looking at adornments and knows the intrinsic value of jewellery. We are more than happy to allow women to express themselves in whichever mood they want to. That is the whole objective of making it into a lifestyle category.
When we started working on the campaign, we went back to the insight that was used to design the collection. We are all a part of the same universe, there is a star in each one of us that just needs that little nudge to become more confident. The times have changed, it’s not about putting the other person down anymore, the Gen-Z age group is all about collaboration and encouragement.
In order to showcase how women empower women, we were looking for a face who is not just versatile and successful but also someone who has a heart, and the name that came to us was Rakul Preet. The entire narrative is about Rakul being herself, breaking the barrier by using Mia as a conversation starter, giving women confidence and a smile back on their faces.
Mia has always been digital-first, and that remains constant for this campaign too. But because it was the festive period, we also used mass media to tap into the opportunity. Along with mediums such as Print, and Outdoor, we also had an interesting proposition at the ICC Cricket World Cup. Two of the presenters and hosts - Sanjana Ganesan, and Mayanti Langer Binny were styled by Mia by Tanishq jewellery. We collaborated with them for the on-ground events and social media amplifications. They looked fabulous on the field and it was also an opportunity for us to nudge men gently and tell them that it was a great time to buy jewellery for the women in their lives.
When we found out that these two women were the female faces of the male-dominated ICC Cricket World Cup, it became a natural extension of our collaboration with the women’s team of Royal Challengers Bangalore. Both women resonated with the brand well and became a natural fit. They posted collaborative content on their handles, and we spoke about them on our platforms. We also have an influencer-leg to this campaign, along with associating with celebrity stylists because we believe that when they have a look at the collection on a platform such as this, we’re able to showcase the concept and the story behind it.
We do get consumers who see our online posts but purchase them offline. We use two different product codes for online and offline. When they bring a picture of the product, we have a mechanism wherein we connect the codes so that the person in the store can show that particular product. If we do not have the product in the story, then we have an app where you can see the product and the nearest store where it’s available.
Also, people who buy online have the flexibility of going offline and exchanging the product. We have customers who purchase their first product offline, and once they’re familiar with the quality and size, they purchase their future products online. We’ve also seen a lot of people overseas buy Mia, either to gift their family and friends in India or even get the product delivered in the countries that they are in.
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