Mia leaves Instagram in splits with #GiftSmart videos

Mia by Tanishq is a young brand upholding the desires of individualistic, expressive and fearless women. Likewise, their promotional perspectives require themselves to think out of the box. The brand has reinstated their refreshing mindset with a tongue-in-cheek campaign that presents clarity over gifting expectations of … you guessed it right … women!

With the tagline ‘You are what you gift’, the brand uploaded two videos on September 24. The first video shows a couple getting comfortable at a posh restaurant and the lady opens the box in anticipation of a lovely present. She glances down to look at a spherical showpiece enclosing a couple toy. Clearly, she wasn’t expecting that from a grown-up on a date! The video is rightfully captioned: if she means the world to you, don’t gift her a globe. Funnily, she starts perceiving her date as a naughty teenager.

The next video follows a similar line of thought with the man gesturing his woman to close her eyes as he slides in a teddy bear wearing a huge center piece with a dollar sign. The poor lady then starts wondering if her man will sport ‘Love You’ signs in mouth jewellery to impress her.

With smart and age-appropriate gifting as the sole objective, Mia has managed to gain unforeseen attention with this harmlessly humorous yet strong message sent across to caution men regarding gifting intelligently. This ad is the outcome of intense data analysis and social post listening, maintains Shyamala Ramanan, Business Head, Mia by Tanishq.

“Jewellery is one of the most gifted categories and an in sighting exercise confirmed that men who believe their partners are modern, independent and expressive veer towards Mia by Tanishq. We chose humour as our communication route basis our understanding of consumer. Away from the high emotional quotient, that is the hallmark of jewellery advertising, we as a brand wanted to infuse a slice-of-life moment and the ability to take ourselves lightly,” said Ramanan.

With smart execution, the campaign has indeed helped recall similar funny instances within friend circles and fetched itself over 12 lakh views on Instagram and 6 lakh-plus views on YouTube respectively.

Written by Shubham Dasgupta

RJ Exclusive