Tanishq promotes Navraani collection with captivating OOH campaign across Mumbai

The brand recently announced a 18-20% hike in advertisement budget allocation, facilitating such elaborate media campaigns

Mumbai: Tanishq has launched an eye-catching Out-of-Home (OOH) campaign across Mumbai to showcase its latest Navraani collection, celebrating the elegance and individuality of modern Indian women. The campaign, prominently displayed on billboards throughout the city, features two women dressed in vibrant traditional attire—a magenta sari and a striking yellow ensemble—capturing a joyful, shared moment of laughter and camaraderie.

The campaign’s tagline – “Adorning modern day queens” –  encapsulates the essence of the Navraani collection, which combines heritage with contemporary style. The visuals highlight intricate gold jewellery that aim to blend traditional craftsmanship with a modern aesthetic, appealing to today’s urban audience. The imagery positions the jewellery not just as an accessory, but as a symbol of personalized experience

By choosing high-traffic locations across the city, Tanishq aims to connect with a broad and diverse audience, positioning the Navraani collection as the ideal companion for festive occasions and personal milestones. The campaign underscores Tanishq’s commitment to honouring India’s rich cultural heritage while celebrating the modern woman’s grace and confidence.

Such elaborate promotional campaigns seem to be a byproduct of the brand’s recent resolution to significantly augment its spending on advertisements and promotions. It had recently announced the decision to raise ad spends by 18-20% compared to last year. This strategic move followed the launch of Tanishq’s festive campaign ‘Embrace the Navraani in You’ designed to resonate with the modern Indian woman.

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 of the brand, including occasion and daily-wear jewellery.

Founded in 1994, the brand now operates in over 480 locations across the country.

Retail Jeweller India News