Mia by Tanishq has launched 'Bling on Wheels', an experiential out-of-home (OOH) campaign created in partnership with Platinum Outdoor, to extend its ongoing Big Bling Fest beyond retail stores.
As part of the activation, the brand introduced what it describes as India's first physically studded promotional car, with three branded vehicles travelling across South Delhi, Gurugram, Noida, and North and West Delhi over three days.
The activation forms part of the Big Bling Fest, running from 16 July to 2 August, and was designed to promote Mia's diamond-studded jewellery collections through interactive consumer experiences. On-ground activities included 'Spot the Bling Car & Win', 'Bling-O-Lingo' and 'Questions on Blingini', alongside influencer-led content aimed at driving consumer participation.
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Commenting on the activation, Ajay Maurya, Head of Marketing and Category, Mia by Tanishq, said: "The Big Bling Fest is our celebration of India's love for diamond studded jewellery, and we wanted to bring that excitement beyond our stores and into the everyday lives of our customers. Delhi NCR was the perfect city to bring this vision alive. The response to the Bling on Wheels convoy has been incredibly encouraging, with customers embracing the experience, engaging with the brand and becoming part of the celebration. It reflects Mia's continued focus on creating memorable, contemporary brand experiences that connect with young consumers in meaningful ways."
Dipankar Sanyal, CEO, Platinum Outdoor, added, "We believe the most impactful outdoor campaigns are those that create experiences people want to engage with and share. With the Big Bling Car for Mia by Tanishq, our objective was to transform a conventional brand promotion into an immersive city-wide spectacle that seamlessly combined creativity, mobility, technology and consumer participation. We are delighted to partner with Mia by Tanishq in bringing this unique vision to life and delivering an activation that generated strong visibility, conversations and memorable brand interactions."
The Big Bling Fest is currently live across 300-plus Mia by Tanishq stores and the brand's online platforms.
