By associating with Nykaaland 2.0, Mia by Tanishq seeks to appeal to its target audience

The contemporary workwear jewellery brand’s strategic positioning aligned well with the kind of customers making their way to the beauty and lifestyle event

Mumbai: Mia by Tanishq recently joined hands with online beauty shopping brand Nykaa to bring its newly launched Disco collection to Nykaaland 2.0, a three-day lifestyle and beauty festival held in Mumbai. The partnership was announced via a collaborative Instagram post on the handles of Mia by Tanishq. The contemporary jewellery brand’s strategic positioning aligned well with the kind of customers making their way to the event, meant to be a confluence of home-grown and international beauty brands, renowned make-up experts and beauty connoisseurs across the country.

The second edition of the Nykaaland festival was held from October 25–27, 2024 at the Mahalaxmi Race course in Mumbai. It featured a variety of activities, including glam make-overs, concerts, food, fun and photo opportunities.

Some of the personalities who attended the event included make-up artiste Patrick Ta, founder of Patrick Ta Beauty, and beauty experts Sofia Tilbury and Romero Jennings, all attractive to a beauty-conscious audience. Mia by Tanishq looked to leverage the event’s popularity among its primary target audience, especially working women.

Notably, the brand recently released a campaign to promote the Disco collection, featuring Bollywood legend Zeenat Aman. Combining elements of the Disco era with modern energy, to appeal to both youngsters and an older audience, it showcased a collection of jewellery designed to evoke nostalgia while appealing to modern sensibilities.

The association with Nykaaland was a continuation of the brand’s effort to enhance its appeal among young and old customers and promote the concept that beauty is timeless.

Retail Jeweller India News