With innovative use of OOH advertising, Mia by Tanishq effectively reaches its customer base

A standout campaign was the brand’s Diwali promotion, which featured a ‘disco’ theme with illuminated billboards in high-traffic areas

Bengaluru:  Mia by Tanishq, a youthful jewellery brand under Titan Company Limited, relies heavily on OOH advertising to connect with consumers across India, enhancing its visibility and reaching a wider audience. Innovative use of out-of-home (OOH) advertising has turned out to be an essential part of Mia’s marketing strategy, offering a powerful tool for brand awareness and customer engagement. A recent standout campaign was the brand’s Diwali promotion, which featured a ‘disco’ theme with illuminated billboards in high-traffic areas.

“One of the primary goals of our OOH campaigns is to tell the brand story clearly,” Sampurna Rakshit, Marketing and E-commerce Head at Mia by Tanishq, said in a recent interaction with the media portal Media4Growth. The campaigns are designed with brand-specific colours and minimal text to ensure the message is both straightforward and memorable. The campaigns focus on either product launches or reinforcing the brand’s identity, with a clear hierarchy to guide consumer understanding.

To measure the effectiveness of these campaigns, Mia employs a variety of tracking methods. Store staff use media trackers to ask customers how they discovered Mia, offering direct insights into whether the outdoor ads influenced their decision to visit. This customer feedback helps gauge the success of each campaign.

Rakshit elucidates that location and placement plays a crucial role in the success of these campaigns. For store-specific promotions, Mia targets ads around the store’s catchment area to drive foot traffic. For broader city-wide campaigns, the brand focuses on high-visibility locations.

Mia’s OOH campaigns are known for their creativity and innovation. A notable innovation was the use of India’s first anamorphic screen at Hyderabad’s Nexus Mall, which displayed 3D visuals for an immersive experience. Rakshit shared, “We wanted to create a memorable experience for our customers.”

The brand’s retail presence has expanded significantly, growing from 30 stores to over 200. Mia by Tanishq continues to pair impactful OOH advertising with strategic retail expansion, reinforcing its brand across the country and solidifying its position in the competitive jewellery market.

Retail Jeweller India News