Tanishq inspires million thoughts with ‘My Expression’

Tanishq is offering a chance to design jewellery for its Mia range, wherein Top 10 finalists get to win Rs 1 lakh each and collaborate with designers

e4m by exchange4media Staff
Updated: Feb 13, 2012 7:44 AM
Tanishq inspires million thoughts with ‘My Expression’

Tanishq, India’s largest jewellery brand, has announced the launch of its first ever co-creation activity – ‘My Expression’. The activity is an open for all and is aimed at identifying and rewarding the best creative minds across the country. Participants can submit an idea for Mia, the new working women’s line, and the top 10 finalists stand to win Rs 100,000 each. The selected idea will be used in the next collection for Mia.

Announcing the launch, Sandeep Kulhalli, Vice President, Retail and Marketing, Tanishq, said, “My Expression is the first of its kind initiative in the Indian jewellery industry. We are excited about the contest as it is interactive platform to engage with our customers and fans.” He further said, “Through this engagement, we can also secure useful insights on Tanishq’s jewellery collection, alongside find intelligent, creative and smart young designers with great ideas. We look forward to active participation and indulgence from our fans and help make co-creation a success.”

Unny Radhakrishnan, National Director, Digital, Maxus, added here that Tanishq had been one of the early adopters of digital media – Tanishq One, a collection targeted at men, was launched using only digital; Tanishq Valentine 999 collection, targeted at youth, saw digital being used as the lead media; and now Tanishq My Expression, is India’s first co-creation activity using only digital. “My Expression could open new possibilities like new product ideas, insights about working woman jewellery and would strengthen Tanishq’s relationship with their consumers,” he further said.

To participate, users need to first register by visiting the website www.myexpression.tanishq.co.in, then login and submit ideas. After logging in, users can choose to either enter text or upload a picture or upload/ paste the YouTube link of their idea explaining the concept in detail. Points will be awarded to originality and innovativeness of the idea, degree of detail in idea submission, fit with brand Mia and ease of manufacturability. The deadline to submit idea is on February 14, 2012.

Once ideas are collecte, through an online poll system, public will vote for their favourite ideas and the top ideas will make it to the Jury Selection round, after the end of which the top 10 will win the cash prize. A three-member jury comprising eminent personalities will evaluate designs and ideas to shortlist top 10 winners. Members include Revathi Kant, GM – Design, Innovation and Development, Tanishq; Anaita Shroff Adajania, Fashion Director, Vogue India; and Shimul Mehta Vyas, Mentor, Textile Apparel and Accessory Design, National Institute of Design (NID).

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