Tanishq's Mia raises a toast to women fighting prejudices inherent in workplaces

The campaign has garnered more than 2 lakh views on YouTube and shared more than 3,000 times on Facebook in the last three days

e4m by Sarmistha Neogy
Published: Sep 14, 2016 8:08 AM  | 4 min read
Tanishq's Mia raises a toast to women fighting prejudices inherent in workplaces

Tanishq as a brand has always got their act right. This time, Mia, Tanishq’s work-wear jewellery brand for women is creating conversations for all the right reason. The brand after a gap of three years, has released their latest campaign #BestAtWork. The 3.15 minute longfilm conceptualised by Lowe Lintas highlights the challenges of a working woman and raises a toast to her indomitable spirit of fighting prejudices inherent in the mindset of colleagues every day.

The ad film captures moments from the work lives of women, who hail from different professions but come across similar situations at work place every day. It highlights the different stereotypes which are still ingrained in the mindset of the people, for e.g. if a girl looks good, it is assumed that she will not be good at her work, then a girl is often seen as a temporary resource because she will be off on maternity leave or if she raises her voice, she will end up hurting a lot of ‘fragile egos’. Actress Nandita Das has lent her voice for the film.

Click here to view the ad:

Creative strategy:

Discussing the creative strategy of the latest campaign, Rajesh Ramaswamy, ECD, Mullen Lowe Lintas said, “Mia is a workplace jewellery brand and through our recent ad campaign, we decided to connect with the audience in the most relevant way. We found out that there are a lot of prejudices which a woman needs to fight every day in her work place. They are shrouded with a lot of ugly things, which every woman is either fighting or has overcome in her professional life. So we decided to pay a tribute to these beautiful women.”

Commenting on the reason behind launching a campaign for the brand after a gap of three years, he added, “During this time, work was going on in the backend and Mia has come up with a robust collection. Other than this film, there is also a new site, and the brand will be available on the online platform as well.”

Expert comment:

Giving his views on the latest ad, Deepak Singh, Chief Creative Officer, The Social Street said,The ad is very nicely done, I really liked it. And I think the thought has been captured and executed pretty well. Although it’s a little long, it still manages to keep you hooked on till the end. The casting is also brilliantly done. I am sure this ad will definitely change the brand image;it’s in the real zone. By real I mean to say that connect with people will be more the way it is been shot and especially because of the cast and the overall look of the film.”

Echoing similar views, O.R Radhakrishnan, Executive Creative Director, Enormous Brands further added, “I liked the way in which the story flows, it is nicely written. I felt, the story at the moment drags a little and it could have been made a bit crisper. Having said that, I have actually seen enough of women empowerment ads off late and these are kind of getting a blind spot for me.”

Social media conversations:

The film was launched in a very unusual way, with influential women like Krithiga Reddy (Ex MD, Facebook India, Virginia Sharma (Director, Marketing Solutions, LinkedIn India, Sairee Chahal, Founder, SHEROES and Nandita Das, Actor & Director, unveiling the film on the social media platforms.

The campaign has garnered more than 2 lakh views on YouTube and shared more than 3,000 times on Facebook in the last three days. It has managed to open conversations and there are a lot of positive sentiments on social media with regards to the campaign. 

The brand is further engaging with the online audience, by asking them to share their personal stories using the hashtag #BestAtWork. 

Previous campaign:

In 2013, the brand had launched their campaign to promote Mia 3.0 range of jewellery to specifically target the young working women. The brand at that point of time, wanted to convey the message through their ad campaign that ‘Never think twice before taking some effort to look good at work place, because your work will always speaks for itself.’

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