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Tanishq looking at connecting brands to consumers at activation level

01-December-2009
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Tanishq looking at connecting brands to consumers at activation level

Tanishq Jewellery, from the Tata Group, has lined up some aggressive advertising and marketing plans. Speaking to exchange4media, Sandeep Kulhalli, Vice President - Retail, Tanishq, said, “Regarding brand engagement at Tanishq, we are connecting brands to consumers at activation level. We are also investing a lot of money on design.”

Kulhali further said, “We invest a lot of time on marketing efforts in area of jewellery and design around the wedding market and diamond space. We are keeping the brand alive in these segments. In the wedding space, we are focusing on the mother-daughter relationship.”

Stating that more and more consumers these days preferred diamond jewellery, Kulhali spoke about the month-long Tanishq ‘Queen of Diamonds’ contest that was held from September 18 to October 18. Apart from the mega prize, exclusive diamond jewellery worth Rs 4 lakh were given to all six regional winners, plus there were 28 other prizes at each of the Tanishq Boutiques varying in value from Rs 5,000 to Rs 1 lakh, given away on a weekly basis. Overall the brand had invested Rs 4 crore worth of diamond jewellery as prizes.

Kulhali added, “We are looking at a 360-degree advertising strategy in the wedding market and diamond space that involves TV, press, magazines, OOH and the Internet. We release advertising campaigns from time to time on new designs, etc.”

On the way forward, he said, “We are looking at large more format stores of Tanishq in Mumbai and Kolkata by 2020. After that we will expand to other cities.”

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