The campaign, running up to December 24, 2025, combines a festive ritual with structured incentives, encouraging customers to spend time in stores and interact with the brand
Mumbai: In the days leading up to Christmas, Mia by Tanishq has launched an in-store campaign titled ‘Season of Sparkle’, inviting customers to reflect on what the brand means to them. Running up to December 24, 2025, the initiative encourages visitors to write down what Mia represents in their lives and hang their messages on a ‘Christmas Wish Tree’ placed inside Mia stores across India.
The activity is designed to create participation rather than purchase compulsion. Customers who take part in it stand a chance to win diamond jewellery worth Rs 25,000, with two such prizes available at each store. In addition, every participant who hangs a message on the ‘Christmas Wish Tree’ receives a Rs 1,000 gift voucher, ensuring that engagement is rewarded at all levels. The campaign combines a festive ritual with a structured incentive, encouraging customers to spend time within the store and interact with the brand.
Explaining the insight behind the initiative, Ajay Maurya, Head – Product & Marketing, Mia by Tanishq, said, “At Mia, we have always believed that jewellery is deeply personal and often tied to small, everyday wishes along with grand milestones. During Christmas, women naturally pause and reflect on what they want for themselves, not just for others. The Christmas Wish Tree creates a space for customers to articulate these thoughts while engaging with the brand beyond a transaction.”
From a brand perspective, the campaign supports multiple objectives. It drives footfalls during the Christmas period, increases in-store dwell time, and positions Mia as a brand that listens to its customers. The Christmas Wish Tree acts as a focal point, prompting curiosity and conversation, while also generating organic social sharing as customers document their participation.
Maurya noted, “The intent is to build a deeper emotional connection with our customers, create a more engaging in-store experience, and reinforce Mia’s positioning as a brand that understands modern women beyond traditional jewellery occasions.”
The messages collected through the Christmas Wish Tree will also influence future brand decisions. According to the brand, these inputs will be studied to identify recurring themes related to aspirations, relationships and personal milestones. These insights are expected to shape upcoming communication, campaign narratives, and in-store experiences.
By linking festive engagement with customer feedback, the Season of Sparkle campaign allows Mia by Tanishq to strengthen recall, increase interaction, and gather meaningful consumer insights during the Christmas season.
Housed under Tanishq, Mia is a brand of bold, modern and chic jewellery made for the young, the young at heart and the stylish, crafted in 18kt and 14kt gold. It has a network of 250+ exclusive stores and is present in leading Tanishq stores across 75 cities within India. It has an international presence with three stores in the UAE.
Written by Achal Chaubey
Retail Jeweller India Exclusive
