Mia's new campaign #MeInAction celebrates the women of today

#MeInAction campaign applauds the women of today for being dynamic, confident and absolutely unapologetic.

e4m by exchange4media Staff
Updated: Aug 20, 2018 4:33 PM

Mia by Tanishq has launched a new brand campaign – #MeInAction. The campaign applauds the women of today for being dynamic, confident and absolutely unapologetic. Bold and beautiful is the closest term one can imagine describing the woman of today. She is constantly on the move and utterly versatile in her approach to life, whether at home, at work, or at social gatherings. Not to mention, she does this with immeasurable élan and panache.

The campaign celebrates the homemaker, the traveller, the lover, the fighter, the ruthless, the shy, the humble, the bold and the free-spirited.

Speaking about the campaign, Sandeep Kulhalli, Senior Vice President, Retail and Marketing, Tanishq, said, "Mia by Tanishq has always offered the very best of fashion fine jewellery for women, and has always complimented her as she carries herself in total confidence. With the #MeInAction campaign, we aim to celebrate the crusader in a woman, at every step of her life, with complete style and elegance, and combined with her unstoppable actions; she is a force to be reckoned with. Everyone's eyes are on her as she captures the world entirely.”

Arun Iyer, Chairman, Lowe Lintas, said “Women today are achieving whatever they set their minds to. They are uninhibited and fearless in their approach. But instead of putting their accomplishments on a pedestal, we wanted to show the work they put into it. Our desire was to bring to life the fact that whatever women do, they do it in their own unique way. Their strengths and personalities are what they bring to the table. To sum it all up, all we wanted to highlight women in action. That’s where the idea of “Me In Action” came from”.

Hari Krishnan, President, Lowe Lintas, shared his opinion: “Every day, women from different walks of life, bring a little bit of their magic into whatever they do. That bit of magic is what sometimes makes all the difference. ‘Me in Action’ is a celebration of this spirit”.

The campaign film is now live on social media and streaming platforms.

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