Ganga, Tanishq’s new line of diamond jewellery has used the outdoor landscape in prime locations across the country. Ganga is a collection inspired by the various moods of the sacred river Ganga.
The month-long campaign is spread across 34 cities.
Commenting on the importance of OOH in Tanishq’s marketing plan, Sirish Chandrashekar, Senior Marketing Manager, Tanishq said, “With increasing options for shopping, dining and entertainment, consumers are spending more and more time out of home and this is not restricted to the tier I cities alone. OOH is a natural ally to marketers. We do innovations on outdoor with caution – execution at times can be poor. We have found that when the creative lends itself to the medium, impact is possible without trying too hard.”
Chandrashek also mentioned that a significant amount of the Ganga campaign spends is on outdoor. Mainly large format billboards are used to create buzz.
Lowe Bangalore has designed the creatives for this out of home campaign.
Tanishq has made optimum use of the outdoor space for its various brands and ranges in the past. Mia is an interesting example of the use of OOH. Targeted at the urban working woman, the launch campaign of this sub brand from Tanishq primarily used OOH as the medium of choice. By using relevant spaces such as Metro stations and public transport, Tanishq believes that it literally ‘accompanied’ its consumer on her journey to work.