Through this partnership, Mia’s aim was to position itself within everyday family scenarios that would resonate with its target consumers
Mumbai: Mia by Tanishq recently partnered with The Viral Fever (TVF) for content integration in the popular comedy web series ‘Very Parivarik’. The collaboration aimed to engage audiences during the festive period of Dhanteras, Diwali and Bhai Dooj through digital story-telling in alignment with the brand’s identity and audience.
Speaking about the association, Ajay Maurya, Head – Product and Marketing, Mia by Tanishq, said, “TVF has mastered the art of creating stories that reflect real, contemporary Indian life with warmth, humour and heart. With ‘Very Parivarik’ being such a relatable, family-driven series, the collaboration felt like a natural extension for Mia, especially during the festive season. The show’s tone and audience align beautifully with Mia’s world: rooted yet modern, and emotionally connected.”
Through this partnership, Mia’s aim was to position itself within everyday family interactions that resonate with its target consumers. “Mia has always stood for the young and the young at heart – and our consumer is confident, expressive, and deeply connected to her world. By partnering with ‘Very Parivarik’, we were able to bring that identity alive in a warm, familial setting. The association reinforces Mia as a brand that’s part of real, everyday moments, from festive gatherings and shopping occasions to family stories, while staying aspirational and relatable,” Maurya said.
The content highlights Mia jewellery as part of various festive and emotional scenarios, seamlessly integrated into the show’s narrative. “At the heart of this collaboration was a simple but powerful idea: celebrating the emotion of togetherness during the festive season across the week of Dhanteras, Diwali and Bhai Dooj. Every Mia jewellery purchase is an emotion in its own. It manifests abundance, indulgence and self-expression,” Maurya added.
The integration, presented through short reels and story-telling, expanded Mia’s digital reach by connecting with TVF’s wide audience base in an organic way. The brand plans to continue exploring similar collaborations to strengthen its digital story-telling and enhance consumer engagement.
Born with the heritage and the legacy of 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. Mia 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
