Tanishq targets working women with sub-brand Mia
Tanishq has expanded its portfolio with the launch of Mia, which is targeted at working women. The company has spent Rs 5 crore on an extensive marketing campaign for the brand, with a special focus on digital media.
Tanishq has expanded its portfolio with the launch of sub-brand Mia, a line of jewellery targeted at working women. The line comprises two distinct designs directions – one in the modern and another in the ethno contemporary space.
Commenting on the launch, Sandeep Kulhalli, Vice President, Tanishq, said, “Mia is meant for women on the go, who are engaged in various professions and have a well-established accessory ensemble, unfortunately excluding jewellery. Fine jewellery that working women buy is mostly for traditional occasions, and do not have an offering for their daily wear in the market. Tanishq is best suited to understand the needs of these consumers and has put together a wonderfully crafted, well designed jewellery collection, which will make them love to go to work.”
Gaurav Bhuwan, Head - Marketing, Tanishq & Zoya, added here, “Mia has a design differentiation for the working women. Each design is affordable, has a theme, and are not very expensive. Mia is available across 130 stores in 76 towns.”
Speaking about the marketing plans, Bhuwan said, “We have done a 360-degree marketing campaign for Mia, which includes TVCs, print, outdoor and mainly digital as most of the working women are on the digital space. We have spent approximately Rs 5 crore for the marketing and promotion of Mia.”
Commenting on the advertisements, Arun Iyer, National Creative Director, Lowe Lintas, the agency handling the creative duties, said, “The ads are based on the target audience, who are the working women. When it comes to women, they have jewellery for every occasion, but not for everyday life. So the brief was very clear – that the jewellery is for those working women who could wear it with formal clothing.”
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