IndustryBriefing Tanishq launches outdoor campaign to promote 'Queen of Hearts' collection

Tanishq launches outdoor campaign to promote 'Queen of Hearts' collection

Author | exchange4media News Service | Monday, Jul 18,2016 1:52 PM

Tanishq launches outdoor campaign to promote 'Queen of Hearts' collection

Tanishq recently launched an OOH campaign recently to promote ‘Queen of Hearts’ - a high value diamond jewellery collection. The brand intends to target the stylish female audience who has a personality of her own and has the authority to make her own choice- the one who loves to pamper herself by nothing, but the best.

According to the press release, the jewelry target the uber rich women and aims at making them feel and look like a Queen. The key objective of the campaign was to up the brand’s wannabe quotient amongst its target audience by wooing them with breath-taking masterpieces displayed on Outdoors.

The Media planning team screened through our Congregation software to arrive at the most impactful locations that can do justice to the creatives that were positioned to grab eyeballs.

The units have Deepika Padukone wearing stunning masterpiece that demanded 100 per cent visibility hence all major arterial routes reaching out and building frequency for the campaign were chosen. While the impact through media has been created by premiumness of the media unit chosen, the differentiation was created by the strategy backed planning used for the campaign. The two weeks campaign that started in the 1st week of July is visible in cities like Mumbai, Delhi NCR, Bangalore, Chennai, Pune, Kolkata, Ahmedabad and Lucknow.

Commenting about the opportunity to be associated with this brand, 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 to work with. 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, Media we suggested were 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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