Tanishq boosts advertising spend by 20% amid festive campaign launch   

The brand’s advertising strategy is set to blend traditional and digital media, focusing on storytelling and personalization to engage diverse consumers this festive season

Mumbai: Leading jewellery brand Tanishq, from the Titan Company Ltd., has announced a significant increase in its advertising and promotional spending, raising it by 18 to 20% compared to last year. This strategic move comes as the brand launches its latest festive campaign ‘Embrace the Nav-Raani in You’ designed to resonate with the modern Indian woman.

In an interview with media portal Social Samosa, Pelki Tshering, CMO of Tanishq, elaborated on the brand’s evolution in story-telling, particularly during the festive season. Tanishq’s recent campaign, directed by acclaimed film-maker Mira Nair, showcases the everyday lives of women embodying strength and grace. Tshering explained that the narrative has shifted from traditional portrayals of jewellery as gifts from men to a celebration of women as empowered individuals, highlighting their achievements and aspirations.

“Through this campaign, we pay homage to modern-day queens – women who balance multiple roles with elegance and empathy,” Tshering stated. The campaign film emphasizes that while these women may not adorn crowns daily, their inner strength and beauty make them royalty in their own right.

For Tanishq, this year’s marketing strategy is heavily focused on the third quarter, a critical period for jewellery sales in India. Despite recent fluctuations in gold prices, consumer interest remains robust across various segments, including occasion and daily-wear jewellery. Tshering noted that Tanishq is seeing positive engagement with customers, particularly as the festive season approaches, featuring over 2,000 new designs in diamond jewellery at diverse price points.

Tanishq’s advertising strategy employs a mix of traditional and digital media to reach consumers effectively. “We are leveraging platforms like Google and Meta, as well as exploring Connected TV for a more engaging approach,” Tshering added.

The sentiment around jewellery purchases this festive season is notably high, with consumers eager to celebrate with adornments that reflect personal milestones and cultural traditions. Tanishq’s focus on story-telling, particularly through culturally resonant campaigns, remains central to its marketing strategy. Tshering emphasized the importance of personalization with the aid of its extensive customer database and understanding regional nuances to ensure their messaging resonates deeply with diverse audiences.

As Tanishq looks ahead to the wedding quarter and beyond, the brand is excited about upcoming collaborations and new designs aimed at catering to various ceremonies and celebrations, further solidifying its position as a leader in the jewellery market both in India and globally.

Tanishq is based in Bengaluru, and has more than 400 retail stores across more than 240 cities in India, UAE, the US, Singapore and Qatar.

Retail Jeweller India News