With the heavy sales season currently on, Tanishq had come out with an OOH campaign to market its range of diamond jewellery. The month-long initiative, spread across 15 cities and involving over 150 sites, concluded on August 26, 2012.
Delhi, Kolkata, Mumbai and Bangalore are the targeted metro markets, along with 11 other Tier II cities such as Lucknow, Kanpur, Varanasi, Bareilly, Meerut, Dhanbad, Patna, Bhubaneshwar, Ranchi, Jamshedpur and Ahmedabad. Local outdoor vendors have executed the campaigns in each of these markets.
Commenting on the execution of the outdoor campaign, Sirish Chandrashekar, Senior Marketing Manager, Tanishq said, “We wanted to break the advertising clutter that takes place during sales season, especially in the jewellery category. That’s the primary reason for us being widely present on television and outdoor than print. As part of this campaign, we targeted 11 Tier II cities. Outdoor has helped us get the right reach and presence in these markets.”
Mainly large format billboards have been used to create buzz. Lowe Bangalore has designed the creatives for this.
Apart from the television and outdoor campaigns, Tanishq also attracted online users with a pre-roll of the television commercial that garnered 1.9 million views in single day on YouTube. Also, a social app, ‘Are you diamond enough’, received good response with over 1,500 people engaging with the brand through the app.