Ventes Avenues & Tanishq bag a Gold at MMA Smarties India Awards
Ventes Avenues and Tanishq came together to create magic using innovative technology of AR(augmented reality) Filter to give users an engaging brand experience. The reward was a well-deserved GOLD at the recently held MMA Smarties India Awards at Taj Santacruz on 27th September.
Ventes won the creative award for Best Brand Experience in Mobile Rich Media. This is a category that awards a mobile creative that embodies a brand’s philosophy and identity and creates an immersive and interactive experience keeping the brand at the core. It makes a user engage with a brand on the whole and creates top-level recall and recognition in the user’s mind.
Gaurav Midha, Head- Digital Marketing at Tanishq commented “We are delighted to win the award. Tanishq has always aimed at providing the best for its customers and this fascinating initiative is one such approach in achieving this objective. Consumers had the option of browsing
through multiple jewellery pieces with just one click. The real-time customer experience strengthened the retail connection between the brand and our consumers; a transformative step on how India will shop and purchase jewellery in the near future.”
Fauzan Rahim, Co-Founder Ventes Avenues, commented “We at Ventes Avenues are happy to have partnered with Tanishq on this amazing campaign on the MEITU camera app in India. Wining an award is always very special, it demonstrates that our work has stood out and left a mark in the minds of a distinguished jury. The focus was to deliver User Engagement using AR filters especially to entice users to virtually try the jewellery and share their selfies wearing Tanishq jewellery with friends & family. 4.9 Mn pictures taken during the one-month campaign is a huge
feat and we hope this paves the way for other brands to consider this platform.” Ian Wu, VP Global Business Development, Meitu commented “It’s been an exciting innovation for us at Meitu BeautyPlus and we are thrilled to be a part of the Tanishq campaign. We congratulate Tanishq & our partner Ventes Avenues on this achievement, and we look forward to helping more brands in India to reach out to consumers in an interactive and engaging way” Augmented Reality is rapidly branching out in today’s digital times. From social media filters to full-fledged gesture-driven apps, AR has brought virtual and real together; and when it comes to retail, AR has made engagement fascinating and personal over the years.
Tanishq, one of India’s leading jewellery brands, saw the advent of AR to give its consumers a never-seen-before experience. They decided to use AR to be more accessible to their consumers and give them an opportunity to choose their jewellery from the comfort of their homes. They
did this during Akshaya Tritiya, the most auspicious time to buy jewellery. Instead of putting up usual ads like other jewellery brands did, Tanishq used augmented reality to create a futuristic buying mechanism.
For this, Tanishq approached the biggest beauty selfie camera app in India – Beauty Plus. Beauty Plus is exclusively represented by Ventes Avenues in India. Active This app allows women to touch-up their selfies, add filters and ensure perfect shots before uploading them on social
media. Tanishq creatively leveraged the existing technology of AR Filter with Beauty Plus and showcased its two range of jewellery – Gold and Diamond. A special AR filter was created for Tanishq to demonstrate two different jewellery items.
The Gesture recognition feature was created, a user could try both the designs. Once the user downloaded the filter and tried it, she could “Pout” and the action would switch the jewellery from Gold to Diamond. These selfies were downloaded, saved and shared on social media.
Tanishq’s exquisite diamond and gold collection entered thousands of phone galleries with this unique interactivity.
These pictures of users decked in Tanishq Jewellery took the internet by storm. Women were sharing pictures of themselves, decked in gold and diamond jewellery, on Social Media. Tanishq stirred up conversations on Social Media by gathering a reach of more than 10 million. A total of
4.9 million selfies were clicked, of which 2.6 Mn were unique. 75% of the pictures taken were saved on user devices And the best part, Tanishq stores experienced more footfall than ever during this promotion. The
brand not only created a buzz, but also set a benchmark for futuristic buying. And with this engaging approach, Tanishq also strengthened its relationship with its customers.
During the upcoming festive season, Ventes Avenues along with Meitu are planning Diwali & Wedding filters to capture the attention of their audiences. BeautyPlus currently has 456 Mn active users worldwide and over 25 Mn Monthly Active Users and 7 Mn Daily users in India.
BeautyPlus defies internet demographics in India; 63% of its user base being women, amongst which 95% are from the 18 – 35 years of age, along with a discerning 30% of them being iOS users. On an average a user spends 7.19 minutes daily on the BeautyPlus app. Women as a
demographic group have always been important to advertisers, even more so today as they now enjoy a deeper say in matters and partake in decision making.