Tanishq announces the launch of its co-creation activity "My Expression'

Jewellery brand Tanishq, announced the launch of its first ever co-creation activity "My Expression'. The activity is an open for all contest aimed to identify and reward the best creative minds across the country. Interested participants are requested to submit an idea for Mia ' the new Working Women's line and the top 10 finalists stand to win INR 1,00,000 each. The selected idea will be used to the next collection for Mia.

To participate, users should first register by visiting the website www.myexpression.tanishq.co.in, then login and submit ideas. After logging in, users choose to either enter text, or upload a picture or upload/paste the youtube link of their idea explaining your concept in detail. Points will be awarded to originality and innovativeness of the idea, degree of detail in idea submission, fit with brand Mia and ease of manufacturability. The deadline to submit idea is on February 14, 2012.

Once ideas are collected, through an online poll system, public will vote for their favourite ideas and the top ideas will make it to the Jury Selection round, after the end of which, the top 10 will win the cash prize of INR 1,00,000 each.

A 3-member jury comprising eminent personalities will evaluate designs and ideas to shortlist top 10 winners. Members include Revathi Kant, GM ' Design, Innovation and Development, Tanishq, Anaita Shroff Adajania, Fashion Director, Vogue India and Shimul Mehta Vyas, Mentor, Textile Apparel and Accessory Design, National Institute of Design (NID).

Announcing the launch, Sandeep Kulhalli, Vice President, retail and marketing, Tanishq, said, "My Expression is the first of its kind initiative in the Indian jewellery industry. We are excited about the contest as it is interactive platform to engage with our customers and fans." He further added, "Through this engagement, we can also secure useful insights on Tanishq's jewellery collection, alongside find intelligent, creative and smart young designers with great ideas. We look forward to active participation and indulgence from our fans and help make co-creation a success."

Unny Radhakrishnan, National director, Digital, Maxus ' Tanishq has been one of the early adopters of digital media ' Tanishq One, collection targeted at men, which was launched using only Digital, Tanishq Valentine 999 collection, targeted at youth where digital media was the lead media and now Tanishq My Expression which is India's first co creation activity using only digital. "My Expression" could open new possibilities like new product ideas, insights about working woman jewellery and would strengthen Tanishq's relationship with their consumers.