Top Story

e4m_logo.png

Home >> Marketing >> Article

Tanishq looking at connecting brands to consumers at activation level

01-December-2009
Font Size   16
Share
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.”

Tags

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.