Laqshya media brings in the festivities with ‘Tanishq Utsava’
Tanishq has partnered with OMI, the outdoor agency arm of Laqshya Media Group to launch and execute a campaign for Tanishq’s latest ‘Utsava’ collection. The campaign will continue for 25 days with instalments comprising of total area of around 2 lakh across cities in India.
The spectacular campaign is present in multiple cities like Delhi, Mumbai, Hyderabad, Ahmedabad, Chennai, Pune, Kolkata, Lucknow, Patna, Ranchi, Allahabad, Bhubaneshwar, Surat, Indore, Raipur, Kanpur, Chandigarh, Ludhiana, Nagpur, Vadodara, Varanasi, Vijayawada, Vizag, Cochin, Coimbatore, Jaipur, Agra along with many Tier 3 towns too. A total of 48 markets have been deployed by OMI ensuring a no-miss visibility overall. The campaign by Tanishq which suggests that jewellery is not a product, but a manifestation of artistry, required a mix of impact as well as frequency to get the desired reach. The Campaign has thus selected media vehicles used for the huge campaign like Billboards, Bus shelters and Mall Media, gathering maximum eyeballs.
Tanishq is a division of Titan Company which is promoted by the Tata Group and it is a name synonymous with superior craftsmanship, exclusive designs and superlative product quality. Tanishq has come out with ‘Utsava’, the new collection which is a beautiful fusion of modern and traditional. This collection consists of statement pieces that bring about an edginess and style with delicate craftsmanship. The collection proudly showcases bold forms of jewellery and style that renders modernism to our rich heritage, and highlights intricate craftsmanship from the Western and Southern belt of India. It is an assimilation of modern influences and traditional culture, which can be the statement and relevant heirloom that can be passed down generations and not go out of style.
Speaking on the campaign, Deepika Sabharwal Tewari, Associate Vice President, Marketing, Jewellery Division at Titan Company Limited said,“The season of Diwali is always a time for celebration, and we at Tanishq are here to celebrate it grandly with the country. We have launched a unique ‘Utsava’ collection that is sure to add to the festive spirit. Each piece of the new collection shows delicate craftsmanship which brings out the rich heritage of our country, and falls well with the modern Indian woman of today who is continually on the lookout for new designs and elements to compliment her look. We are very happy to work with Laqshya media to create necessary visibility for the Utsava collection as part of our festive season consumer outreach.”
Speaking on the campaign, Naresh Bhandari, COO, OMI, Laqshya Media Group said, “Tanishq is one of the leading jewellery brands in India and we are proud to be associated with the brand. Keeping target audience and the festival season in mind, we have created a campaign which included different media vehicles across states for better visibility. The teams worked seamlessly to finalize the various locations that are apt for the TG. Through our expertise in understanding the psychology of the discerning urban consumer, we are certain that our efforts will reach them and will help build a stronger brand connect with the target consumers.”