"Tanishq's progressive thinking has only mirrored reality"

Our Indian society is rapidly evolving and remarriage is a reality. With changing times, people are accepting it gracefully as part of life, says Deepika Tewari of Titan Company

e4m by Twishy
Updated: Nov 7, 2013 7:44 AM
"Tanishq's progressive thinking has only mirrored reality"

In the highly unorganised jewellery market, Tanishq, from the Tata family, has managed to strengthen its foothold in India through innovative product offerings, discounts and powerful campaigns. The sparkling journey began in the early 1990s when Indian-made jewellery was already a big foreign currency earner and was strongly supported by the central government. It also happened to be a very good fit with the watch business as articles of adornment. Initially, the criticism for Titan’s foray into jewellery was loud and bitter; however, the critics were silenced with Tanishq’s success. Recently, the brand took a bold step and garnered maximum attention by breaking old norms and celebrating the beauty of remarriage.

In an exclusive conversation with exchange4media, Deepika Tewari, General Manager, Head Marketing – Jewellery Division, Titan Company, explained the reason behind the progressive thinking of the brand, the change in buying behaviour of consumers and the brand’s various other marketing initiatives.


People still prefer buying gold through local jewellers. How are you changing the consumer’s mindset and strengthening Tanishq in the market?
The Indian jewellery market has been predominantly unorganised, where most consumers had their beliefs set on their ancestral jeweller. Over the years, our ethical practices such as Karatmeter, innovative customers’ programmes such as Golden Harvest Schemes and Swarnanidhi Scheme have helped in creating a special place in our customers’ heart. Also, the simple yet differentiated ad campaigns that our customers can relate to has helped us in changing the consumer mindset and jewellery purchase preferences.

What are the marketing initiatives taken to tap the Tier II and III markets?
Our ‘My Expression’ digital campaign for Mia collection has been a great success in these markets. We launched this campaign last year and received an overwhelming response with over 3000 entries. With a total of 10 winners, most of the winners were from the smaller markets such as Patna, Siliguri, Mangalore, etc. These winning designers’ designs have been incorporated in our latest edition of Mia 3.0. Various marketing initiatives have always helped us succeed in creating deeper engagement with our target consumers in these markets.

How important is celebrity endorsement when it comes to jewellery advertising?
Tanishq is a confident brand which has been known for offering best-in-class traditional and new-age jewellery. Over the years, our customers’ trust and confidence in us has helped us create jewellery and ad campaigns that demonstrate their needs, feelings and emotions, which help them identify with our brand.

Do you think emotional bonding plays an important role for Tanishq ads?
Tanishq is the jeweller for the progressive Indian women who consider jewellery to be an extension of their personality. They enjoy jewellery that defines and hence, they identify with Tanishq.

Reflecting this exact emotion in our TVCs, the emotional bonding of customers with Tanishq TVCs plays a very important role. These TVCs mirror them and their values, which we as a brand stand for.

What are your marketing plans for the festive and wedding season given the current slowdown?
This festive season we have focussed on our diamonds offerings with the launch of the festive diamond range. Also, to welcome the wedding season, we have launched an exclusive kundan polki collection targetting all the modern Indian brides who prefers a perfect blend of simplicity and glamour in jewellery and wants to look their unique best on their big day.

Do you think using affordability to target consumers may work very well, especially among urban Indian women?
Affordability is one of the major factors around jewellery purchase. Addressing this, this year we launched a range called Accessible Tanishq, which houses a wide range of affordable jewellery starting from Rs 5000 onwards.

Accessible Tanishq has been our attempt to get every consumer to shop for gold jewellery without worrying much about the soaring prices, encourage in accumulating pieces and build a collection over a period of time.

How important is digital as a platform for Tanishq?
The digital/social media is a great way to drive repeat business and attract new customers. It is one of the most important elements in our marketing mechanism as it helps us to have two-way conversations with our customers. Through our digital initiatives, we have received great consumer insights in the product and service front. Our online activities are not only limited to collection launches or offers, but aim at offering something extra and more meaningful. Today, with the digital medium playing an indispensible role in our lives, it has become a great platform for brands to get a better understanding of their customer requirements.

Who is your target audience for the recently launched commercial? Is it for everybody or people remarrying?
This collection is targetted at new-age Indian women who prefer a perfect blend of simplicity and glamour in jewellery. Crafted in 22 karat gold, this is for women who enjoy fine designs and jewellery pieces that reflect their personality. Representing traditional motifs in modern styles, this collection will surely appeal to the progressive Indian women.

What is the rationale behind the remarriage concept? Isn’t remarriage a taboo in our society?
Our Indian society is rapidly evolving and remarriage is a reality. It is not a stigma by any stretch. With changing times, people are accepting it gracefully as part of life. Tanishq has always represented progressive thinking and we have only mirrored reality. Marriage is a big decision and our latest wedding collection is for every new-age bride who is confident and believes in herself.

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