After its launch in 2011, Mia, the jewellery line designed for the working woman from Tanishq, recently revealed its second collection.
To create buzz for the new Mia collection, Tanishq introduced ‘Mia on Wheels’ – a designer bus that drove women to work from select locations across Bangalore city for two weeks. The bus was specially customised to drive women to work.
During their journey aboard the bus, women were treated to a relaxing foot massage and were also served food, along with a chance to try out the new line of Mia jewellery. They could also avail the services of a make-up artist. The registration to this service was driven online.
Commenting on the campaign objective, Sirish Chandrashekar, Senior Marketing Manager, Tanishq said “Going to work is a dreadful commute for most of the working women in India due to heavy traffic and crowd. It is seldom imagined to be a relaxed journey. Since work is life for most of us, Tanishq made an attempt to make life more beautiful by introducing ‘Mia on Wheels’ to attract our potential customers. The success of the campaign in Bangalore has been extremely positive and we will be taking ‘Mia on Wheels’ to other major metros very soon.”
Tanishq has also extended its reach by setting up Mia department stores at select locations to make Mia jewellery more accessible. These stores, in shopping malls, will have a wide spread of the collection and be one-stop-destination for adornment. The collection currently is available across the 140 Tanishq boutiques in 81 cities and department stores.
Apart from this, the new collection launch is campaigned heavily across traditional outdoor media formats such as railway stations, bus shelters, metro stations and high impact billboard across major metros till the end of the month.