Top Story


Home >> Out-of-home >> Article

Tanishq uses OOH to stand out in sales season

Font Size   16
Tanishq uses OOH to stand out in sales season

With the heavy sales season currently on, Tanishq had come out with an OOH campaign to market its range of diamond jewellery. The month-long initiative, spread across 15 cities and involving over 150 sites, concluded on August 26, 2012.

Delhi, Kolkata, Mumbai and Bangalore are the targeted metro markets, along with 11 other Tier II cities such as Lucknow, Kanpur, Varanasi, Bareilly, Meerut, Dhanbad, Patna, Bhubaneshwar, Ranchi, Jamshedpur and Ahmedabad. Local outdoor vendors have executed the campaigns in each of these markets.

Commenting on the execution of the outdoor campaign, Sirish Chandrashekar, Senior Marketing Manager, Tanishq said, “We wanted to break the advertising clutter that takes place during sales season, especially in the jewellery category. That’s the primary reason for us being widely present on television and outdoor than print. As part of this campaign, we targeted 11 Tier II cities. Outdoor has helped us get the right reach and presence in these markets.”

Mainly large format billboards have been used to create buzz. Lowe Bangalore has designed the creatives for this.

Apart from the television and outdoor campaigns, Tanishq also attracted online users with a pre-roll of the television commercial that garnered 1.9 million views in single day on YouTube. Also, a social app, ‘Are you diamond enough’, received good response with over 1,500 people engaging with the brand through the app.


Tags Tanishq Sirish Chandrashekar Priyanka Nair

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3