What’s it that today’s women miss at work?

Nov. 25, 2011 - PRLog -- Tanishq, one of the leading jewellery brands in the country, launched its first sub-brand Mia. The Mia Jewellery line creates a new product category for Tanishq and targets women— 25- 35 yrs with a mindset of an Urban Independent Working Woman. The Mia line of fine jewellery has over 100 designs crafted in 18k gold. Priced at Rs 5,999 onwards, it’s ‘a dream come true’ for over 5 million working women in India.

Talking about the launch, Mr. Sandeep Kulhalli, Vice President, Tanishq said, “It is indeed a proud moment for Tanishq to launch its 1st sub-brand, ‘Mia’. The brand 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, the National Jeweller of India 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”.

The biggest challenge in planning the launch was to get Mia into the hands of urban working women who are aware of the dearth of work wear jewellery.  Tanishq and its Digital Agency, Interactive Avenues (www.interactiveavenues.com) tackled the challenge by conducting a lot of research and working up several creative strategies.

And finally, all the ideation resulted in a concept that took Tanishq to the next level in the online media space. The online strategy for pre-launch ‘Are you missing something?’ positioned Tanishq Mia as a kind of never –experienced- before product that would connect with the target audience. With a micro site showcasing a series of thought provoking viral videos shot with Real Working Women speaking about what their apprehensions at work was an instant connect with women. The videos were shot with the help of Twilight Entertainment (www.fridaymoviez.com), a Production House in Mumbai.

The idea centered on what today’s working women are missing and what will make them love going to work. The process involved creating inspiring online video content and syndicating it on YouTube and other video-sharing hubs which were constantly promoted using Facebook and Twitter. The goal was to achieve a seamless content integration with no heavy brand sell.

And then it was time to end the suspense. The launch of Mia saw an exciting Micro site bit.ly/MiaByTanishq with a first-of-its-kind Interactive Video Catalogue that enables the users to try their favourite jewellery on stunning models and make them pose accordingly. A woman could also send her favourite jewellery with a personalized message to someone special, and ask them to buy it for her. Now that’s something every woman would love doing. Add a WAP site (http://campaigns.tanishq.co.in/mia/ ) and Mia became accessible to just everyone.

In total, the four videos in the ‘Are you missing something?’ series racked up more than 75K views on YouTube. Now in just a matter of 3 days and prior to the main launch, that’s a number Tanishq is proud to be associated with.

Visit :- http://www.tanishq.co.in/ for details

About Tanishq

Tanishq is a prominent jewellery brand of India. It pioneered the concept of branded jewellery and ornaments in India. It is a division of Titan IndustriesLimited, a company promoted by the Tata Group, one of India's largest conglomerates. Tanishq has an exquisite range of gold,  gems  and diamonds jewelery. It is India’s largest and fastest growing jewellery brand in India. Tanishq started in 1995 and challenged the established family jeweller system prevalent in India. Visit :- http://www.tanishq.co.in/ for details