Tanishq, the jewellery brand from the Tata Group, has partnered with OMI, the outdoor agency arm of Laqshya Media Group, to launch and execute a campaign for Tanishq’s latest ‘Swayahm’ collection. The campaign will continue for a month with media instalments of more than 1.5 lakh sq ft across key cities in India.
The campaign is present in multiple cities like Delhi, Mumbai, Hyderabad, Ahmedabad, Bangalore, Chennai, Pune, Kolkata, Lucknow, Patna, Ranchi, Allahabad, Bhubaneshwar, Surat, Indore, Chandigarh, Nagpur, Varanasi, Vijayawada, Vizag, Jaipur, Agra along with many other tier III towns. OMI ensured a no-miss visibility for the brand by handpicking the best media assets.
Tanishq’s Swayahm, which highlights and celebrates the ‘You’, advocates the message heavily using some high impact media and this communication was mix of impact and frequency to get the desired buzz on outdoors. A mix of various formats like billboards, bus shelters and mall media were an ideal combination to gather maximum eyeballs.
This collection of Tanishq comes alive on outdoors and motivates one to celebrate every occasion be it small or big, winning or losing and appreciate the beauty of being a woman. Their jewellery caters to different moods and can rightly be a piece that’s stands for self-love. Like the name itself, Swayahm carries a strong individualistic persona in its visibility. The campaign is visually appealing and reaches out to its TG vividly.
Deepika Tewari, Associate Vice-President, Marketing, Jewellery Division at Titan Company Limited, said, “A woman should always set forth to celebrate herself at every stage in her life and this time Tanishq brings in Swayahm collection which resonates with every woman who takes pride in herself. She deserves to celebrate her smallest of achievements and failures too because it is these small moments that make all the difference and make her who she truly is. In the film as well, we have brought in the aspect of reminiscing the past memories which have been a part of her integral growth and thus appreciating her very being.”
Speaking on the campaign, Naresh Bhandari, COO, OMI, Laqshya Media Group, said, “Tanishq is one of the leading jewellery brands in India and we are extremely proud to be associated with the brand. Keeping the target audience and the collection in mind, we have created a campaign which included different media vehicles and a mix that assures better visibility. The teams worked seamlessly to finalise the various locations that are apt for the TG. Through our expertise in understanding the psychology of the TG, we are certain that our efforts will reach them and will help build a stronger brand connect with them.”