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Tanishq’s timeless Queen of Heart collection for those who want the best

Laqshya Media Group executes an outdoor blast with breath-taking masterpieces displayed at various locations to woo the uber-rich women

BestMediaInfo Bureau | Mumbai | July 25, 2016

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Tanishq, one of India's largest jewellery brands, recently launched its Queen of Heart collection. The unparalleled appeal of the timeless pieces of jewellery target the uber-rich women and makes them feel and look like queens.

A multi-media campaign, which is already making a lot of noise on television and digital media, demanded a good outdoor marketing outreach to establish the brand’s imagery very strongly among its target group.

The objective of the campaign executed by the Laqshya Media Group was to up the brand’s quotient among its target audience by wooing them with breath-taking masterpieces displayed outdoor. The brand intends to target the stylish female who has a personality of her own and has the authority to make her own choice, the one who loves to pamper her by nothing, but the best.

The media planning team screened through its congregation software to arrive at the most impactful locations that can do justice to the beautiful creative that were positioned to grab eyeballs.

The out-of-home agency handpicked imagery of iconic and impactful sites that could sync well with the surrounding and the TG Movements.

The units were attention-grabbing with Deepak Padukone wearing the stunning masterpiece that demanded 100 per cent visibility. The agency chose all major arterial routes to build frequency for the campaign. While the impact through media has been created by the premium nature of the media unit chosen, the differentiation was undoubtedly created by the strategy-backed planning used for the campaign. The campaign that began two weeks back is visible in cities like Mumbai, Delhi NCR, Bangalore, Chennai, Pune, Kolkata, Ahmedabad and Lucknow has already been creating a lot of buzz already.

Naresh Bhandari Naresh Bhandari

Naresh Bhandari, Sr. Vice President, Laqshya Solutions, said, “We are delighted to have worked with Tanishq. It is a great brand to be associated with, but more importantly, they are a great client. I am thrilled that the team has presented a very impactful media plan and the impact says it all. The challenge was to reinforce the brand along with its royal imagery so, we suggested quite outsized units meant to create a lasting impact.”

Speaking about the campaign, Deepika Tewari, Head Marketing, Tanishq, said, “We are very happy with the way our outdoor campaign has been done, as it has given the desired buzz for the brand. Laqshya Solutions has delivered an excellent campaign right from campaign planning to execution.”

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