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Wavemaker and AdSpruce partner to devise Mia’s new campaign

Wavemaker’s Bangalore office and AdSpruce recently created a campaign to promote the birthstone bracelet range of Mia, which includes a video and interactive elements

Wavemaker, the media, content, and technology agency from GroupM, and AdSpruce have worked together on delivering eye-catching, engaging and unique campaigns. Most recently, Titan brand Mia by Tanishq wanted a unique way to present its full birthstone bracelet range, which included a video and interactive elements to showcase individual products in the stone and zodiac jewellery range.

Wavemaker achieved engaging consumers through AdSpruce’s Carousel format making the most of its click-through options to a choice of Titan’s products. On Carousel, users’ attention is caught by a video and then they can cycle back and forth through various products and choose one to click through to. For Wavemaker, AdSpruce developed a bespoke solution to allow 13 click-throughs to offer landing pages for each of the zodiac signs.

Wavemaker made use of these formats and AdSpruce’s HTML5 Ad Studio and created immersive consumer experiences through gesture-based advertising, which also contributed to strong brand recall. AdSpruce then optimised the campaigns for a range of devices and delivered and tracked the campaigns across India.

Ian Mullins, CEO, AdSpruce, said, “The creative and engagement potential that AdSpruce’s HTML5 Ad Studio brings to brands is unparalleled. Group M has shown that our ad formats can really enhance the choice of products and let the user choose which one they prefer, resulting in consumers who are not only looking at an ad but are engaging with it.”

Kishan Kumar, Managing Partner, Wavemaker, said, “Wavemaker Bangalore had associated with AdSpruce Mia by Tanishq’s Birthstone collection launch with the sole objective of showcasing a range of offerings in the most captivating way. The challenge was to showcase all 12 products while the TG engages with the brand video. AdSpruce was quick to incorporate the idea with their Innovative Carousel that captured the idea behind the collection and was engaging for our target audience.”

Bhavishya Kelappan, Business Head, Mia by Tanishq, said, “We were looking for a solution that could help us get an instant reach but with an innovative and interesting idea that could encompass the whole idea of zodiac signs and bracelets, portraying the product in a right way to the potential buyers. This idea was brought to life by AdSpruce's HTML5 studio platform with GroupM WM’s association, where not only an innovative ‘Carousel HTML5’ solution was built that highlighted all the zodiac sign bracelets but also a highly interactive creative was built that would encompass the quirkiness of each zodiac while showing the respective bracelet.”

Wavemaker and AdSpruce are planning on creating and delivering further campaigns using AdSpruce’s rich-media and video advertising formats and delivering them through AdSpruce’s publisher network.

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