Mia to spend about 35% of advertising money on digital this financial year

Mia by Tanishq, the jewellery brand for working women, is eyeing a major brand repositioning exercise in the coming months. According to Bhavishya Kelappan, Business Head, Mia, digital is going to be a big part of its communication and marketing efforts this financial year.

“We are going to break a brand campaign soon, so we are definitely looking at ATL spends, which will include print and television. But a very large part of our marketing spends is going to be on digital this financial year. Our focus will be to curate and create a lot of content that will be of interest to our TG. So digital is going to be a very important area for us going forward,” said Kelappan.

The brand will spend about 30-35% of its marketing monies on digital this financial year, which Kelappan said was a significant jump over last year.

“The future is digital…we are looking to spend more on technology and not just social media or other digital platforms. Ours is a more wholesome approach to the digital space,” said Kelappan.

The brand is looking to expand its online business. Until last year, Mia’s online presence was restricted to Tata’s website; today it is also available on other e-commerce platforms.

“Last year, we were only on Titan’s website but currently we are on Titan, Tata Cliq, Myntra, Amazon and we are hoping to expand more in the coming years. So, this financial year we are hoping to net up to 6% of our overall business through online channels,” said Kelappan.

Mia came into existence about seven years ago with the intent to provide lightweight jewellery to working women. According to Kelappan, the market has evolved and matured over these seven years and has brought newer customers into the fold.

“There has always been this dichotomy between jewellery code and work wear-wear code. The jewellery code is larger and more traditional pieces, whereas the work-wear is in a completely different space. Mia wanted to bridge this gap and cater to working women who wanted small, sober pieces that they could wear to work. The brand started off with 18 carats and then moved on to 14 carats to make the price points more reasonable. But we realised that our brand was resonating with women who were not working but also wanted to wear lightweight jewellery. So while our TG remains women between 28-35 years, we are really catering to anyone who enjoys wearing lightweight jewellery. The market has evolved in that sense,” said Kelappan.

Another change she has observed in the category is that while earlier people used to look at gold jewellery as investment, now they are starting to look at it as an accessory. The increased disposable income that women have in hand has already contributed to this factor.

Mia is also looking to expand the number of their standalone stores in the country. The brand intends to take their standalone store count to 40 this financial year. That would mean opening 25 more standalone stores by March 2019. The brand has already added 17 stores so far this year.

While the brand’s focus still remains metros, Kelappan said that Mia will be opening stores in tier II cities like Ranchi, Bhubaneswar, Gangtok and Guwahati among others.

Bhavishya Kelappan

Speaking about their future plans, Kelappan said, “We weren’t very strong in the north so the idea is to expand aggressively in the North. We have a fairly decent presence in the East. So, we will be focusing on the North and the South.”

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