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Deepika S Tewari

General Manager – Marketing (Jewellery Division) | 13 Aug 2013

OOH industry in India has changed over the past decades, but still has more scope to grow. I am sure that consumers would appreciate more out-of-the-box outdoor advertising. At times this medium might get restricting, but brands need to come out and experiment with different and more consumer engaging outdoor activities.

Deepika S Tewari joined Titan Industries in 2012 as General Manager - Marketing Jewellery Division, where she is responsible for Tanishq, Mia, FQ and Gold Plus brands of jewellery.

She started her career with marketing roles at Vadilal Ice Creams and Milton Plastics, and later moved on to advertising. She spent most of her career with Ogilvy & Mather in the Mumbai and Bangalore offices. She was Senior Business Head, managing brands such as Asian Paints, Pond’s, Allen Solly, and IDBI Bank, to name a few.

In conversation with exchange4media’s Priyanka Nair, Tewari speaks about how Titan is using outdoor advertising for its jewellery brands, her expectations from this medium and more...

Q. The OOH industry is labelled as unstructured. Please share your opinion. Where does outdoor fit into your media plans?

In the recent years, outdoor advertising in India has seen a sea change. Changing consumer mindset is pushing the brands to go out and experiment with innovative OOH campaigns. At this point, the Indian OOH industry is growing and brimming with innovation.

OOH is a vital medium of advertising for Tanishq and plays a major role in our media plans. Every collection launched is accompanied by billboards as it is one of the oldest and most trusted vehicles. It has always been a great medium to reach out to our audience as well as create mass awareness. Apart from billboards, we use other mediums such as in-store promotions, one-off collection ground activities, and experiential for our consumers.

Q. What do you think should be the ground rule while designing an outdoor campaign?

Innovation, logistics and correct messaging are the key ingredients for a good and successful outdoor campaign. Brands need to be very careful regarding the information that the consumers are exposed to. As a brand, our aim should be create brand retention and not overload our consumers with extra messages.

Q. What are the changes that you would want to see in the outdoor industry that will lead to retain brands’ trust towards this medium of communication?

OOH industry in India has changed over the past decades, but still has more scope to grow. I am sure that consumers would appreciate more out-of-the-box outdoor advertising. At times this medium might get restricting, but brands need to come out and experiment with different and more consumer engaging outdoor activities.

Q. What are the key elements that you would want to see incorporated in an outdoor campaign that you roll out for your brand?

Innovation, logistics and correct messaging are the key elements that are incorporated in our outdoor campaigns.

Q. It has been observed that Tanishq and its sub-brand Mia have been very active on outdoors for consumer connects over the last one year. What are the reasons behind choosing this medium of communication in your media plan?

Mia is a very young, outspoken and stylish/chic sub-brand from Tanishq. With Mia, we created the work-wear jewellery category in the Indian jewellery market. Our communication and activities were woven around the theme of independent women and their love for work. Our aim was to be a part every working woman’s life and celebrate their work.

As a consumer connect initiative and to enhance the ‘going to work’ experience for women, Tanishq introduced ‘Mia on Wheels’ – a designer bus that drove women to work from select locations across the city of Bangalore. During their journey, they were offered to try on Mia jewellery and also experience various unique beauty salon treatments with fashion tips from established stylists and designers. This was a special service designed for the Bangalore consumers who could avail it by registering online. This campaign was very well received by our Bangalore audience and we plan to take this experiential tour to other cities such as Delhi, Mumbai and Kolkata.

Q. What are the essentials that a brand should have while rolling out an on-ground activity?

On-ground activities help us to connect with our audience directly and be a part of their lives. These activities are also a great source of information for us. For example, understanding the needs of today’s working woman and her hectic lifestyle, Tanishq extended its reach by setting up promotional activities at department stores at select locations to increase awareness about Mia jewellery.

As part of our activities, we also invite our customers at regular intervals to our stores, celebrate their birthdays, etc., to create a connect with them.

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