Tanishq introduces India’s first mixed reality print ad for their ‘Festival of Diamonds’ 

The campaign, designed to celebrate Raksha Bandhan through Tanishq’s Festival of Diamonds, offers an immersive experience distinct to conventional print advertising 

Bengaluru — Tanishq has launched India’s first mixed reality print advertisement in collaboration with Flam, a mixed-reality platform. This innovative campaign, developed with the expertise of Tanishq’s digital partner, Hiveminds Innovative Market Solutions, marks a significant leap in blending traditional and digital media. 

The campaign, designed to celebrate Raksha Bandhan through Tanishq’s Festival of Diamonds, offers an immersive experience distinct to conventional print advertising. By scanning a QR code on the print ad with their smartphones, readers can transform the static image into a dynamic video experience. This interactive feature not only showcases Tanishq’s diamond jewellery collection but also delivers a heartfelt message, enhancing the connection between the brand and its audience. 

Pelki Tshering, CMO of Tanishq, highlighted the campaign’s innovative approach: “This fusion of print and mixed reality shifts the focus from traditional media to mobile-first content, transforming consumer engagement. By leveraging mixed reality, we’re bridging the gap between the physical and digital worlds, providing an enriched interaction with our campaigns and products.”  

Shourya Agarwal, Founder and CEO of Flam, expressed enthusiasm about the partnership: “Launching this mixed reality campaign with Tanishq is a milestone for us. We believe that mixed reality can revolutionize how brands engage with consumers, and this collaboration demonstrates its potential to enliven traditional advertising with new storytelling possibilities.” 

Aparna Thakur, Senior Vice President of Client Success at HiveMinds, emphasized the strategic importance of the initiative: “At HiveMinds, our goal is to integrate the latest ad formats and technologies with our clients’ needs. This mixed reality project is a perfect example of how we can blend digital and traditional media to create innovative, category-first experiences.” 

The collaboration aims to set a new benchmark in jewellery advertising. As the industry moves towards more interactive and immersive campaigns, this initiative paves the way for future advancements in print advertising and digital marketing. 

Retail Jewellers India News