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Tanishq’s Mia: For working women who love jewellery

Lowe has crafted three TVCs for the brand that captures working women’s desire to look good at work, every day

Neha Saraiya | Delhi | November 25, 2011

Diamonds or no diamonds, a piece of jewellery is a girl’s best friend. Banking on this, jewellery brand Tanishq has unveiled its new sub-brand, Mia, targeted specifically at women professionals.

For Lowe, which is the AOR for the brand, the idea behind the creative communication emerged from a simple insight that while there is a plethora of choices available to women seeking jewellery for special occasions in the form of heavy and chunky jewellery, there is not much choice or variety for young professional women. This is akin to a situation when a woman dresses to look good when going to work but there are negatives associated with it.

Talking to about the campaign, Arun Iyer, National Creative Director, Lowe Lintas, said, “The kind of clothes women wear to work has changed a lot. It’s not just restricted to formals or traditional ways of dressing. We thought that pitching the jewellery for working woman would be a nice way to promote jewellery that is chic and trendy.”

The three TVCs titled ‘Parking’, ‘Increment’ and ‘Workshop’, packed with the right mix of insight and humour, are relevant to working women across India as they can relate to the situations in the ads. Each of the films primarily has two key narrative sections to them. The first section in each film captures the protagonist as she gets ready to go out and face the world. This is her space: private, intimate and self-absorbed in her own world. In sharp contrast to the first section, the end part of the TVCs is all about the hard realities.

The TVCs:




The 360-degree campaign has been rolled out also in print, outdoor and digital initiatives where the objective is to encourage women to wear fine jewellery on a daily basis.

However, the outdoor campaign for the brand has been rolled out in Mumbai only, by AdzEdge. The agency has placed the branding at railway stations, bus shelters in high density localities and billboards at main suburban railway stations like Vashi, Mulund, Kurla, Thane, and Borivali.

Giving the insight on the outdoor campaign, Anirban Ghosh, Senior VP, Adzedge, said, “The communication strategy was that if the TG is exploring different dress materials and other accessories to wear to office, then why not jewellery as well, since Tanishq has come up with the new the world-class Mia collection, which is easy to wear and compliments the formal attire of the working class women.”


Creative:  Arun Iyer, Rajesh Ramaswamy, Abhijit Ghosh, Rathindra Dasgupta, Jeffrey Emmanuel

Business: Sudhir Rajasekharan, Pritish Wesley, Asha

Planning: Vikram Satyanath, Sushma Rao

Production:  Native Communications, Mumbai

Director: Shirsha Guha

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