Top Story


Home >> Marketing >> Article

Tanishq targets working women with sub-brand Mia

Font Size   16
Tanishq targets working women with sub-brand Mia

Tanishq has expanded its portfolio with the launch of sub-brand Mia, a line of jewellery targeted at working women. The line comprises two distinct designs directions – one in the modern and another in the ethno contemporary space.

Commenting on the launch, Sandeep Kulhalli, Vice President, Tanishq, said, “Mia is meant for women on the go, who are engaged in various professions and have a well-established accessory ensemble, unfortunately excluding jewellery. Fine jewellery that working women buy is mostly for traditional occasions, and do not have an offering for their daily wear in the market. Tanishq is best suited to understand the needs of these consumers and has put together a wonderfully crafted, well designed jewellery collection, which will make them love to go to work.”

Gaurav Bhuwan, Head - Marketing, Tanishq & Zoya, added here, “Mia has a design differentiation for the working women. Each design is affordable, has a theme, and are not very expensive. Mia is available across 130 stores in 76 towns.”

Speaking about the marketing plans, Bhuwan said, “We have done a 360-degree marketing campaign for Mia, which includes TVCs, print, outdoor and mainly digital as most of the working women are on the digital space. We have spent approximately Rs 5 crore for the marketing and promotion of Mia.”

Commenting on the advertisements, Arun Iyer, National Creative Director, Lowe Lintas, the agency handling the creative duties, said, “The ads are based on the target audience, who are the working women. When it comes to women, they have jewellery for every occasion, but not for everyday life. So the brief was very clear – that the jewellery is for those working women who could wear it with formal clothing.”


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...