Tanishq Jewellery
Category- Wedding Jewellery
Company- Tanishq Jewellery (Tata Group)
Company- Tanishq Jewellery (Tata Group)
Campaign- "Wedding Jewellery"
By this campaign Tata Group’s Tanishq jewellery brand announces its entry into regional wedding jewellery segment.
Before going to the campaign we will see the status of Indian jewellery market. Rs. 1, 00,000 crore worth Indian jewellery market is divided into two segments; gold & diamond jewellery, with gold jewellery representing about 70-75% share. Further gold jewellery market is divided into regular & occasional (mostly comprise wedding jewellery) jewellery segments. Wedding jewellery market is huge representing about 50% of total Indian jewellery market. And this market is dominated by family or local jewellers.
Till now Tanishq was catering to the wedding jewellery market through its standard wedding collection. And this may be the reason behind its failure to compete with local jewellers, who were offering community & region specific wedding jewellery. To fill this gap recently Tanishq entered into the lucrative regional ornaments segment to cater to the diverse requirements of brides from different communities around India. Tanishq will come out with specific traditional collections to cater to brides from the Punjabi, Bihari, Gujarati, Marwari, Telugu, Tamil, Bengali, Kannada and Marathi communities.
By this strategy Tanishq is planning to expand its market to Tier I & Tier II cities. Each region has specific needs for certain jewellery pieces that are typical to their community. Also sometimes people like to wear jewellery specific to other regions so here is Tanishq one stop shop for every kind of people.
Obviously the TG is ladies who are going through the process of marriage and positioning is ‘branded community specific wedding jewellery’. Further we will see how these points are communicated through the new campaign.
The 360-degree campaign involves print, TVC, digital and BTL initiatives. First we will analyse the TVC part.
The TVC is a tale of how a m
other uses Tanishq's range of wedding jewellery to make her daughter see herself as stunning as a bride. This consequently makes her open up to the idea of an arranged marriage. The TVC tries to solve the modern day dilemma of parents who desire to have their daughters marry and daughters who are in no real rush for marriage. According to me this TVC perfectly aims at the emotions attached with the subject of marriage. Though it may appear exaggeration that, ‘how can a woman takes a major decision like marriage on the basis of jewellery?’, but according to me it carries the emotional message to women in the TG.
Unlike the TVC, which deals with emotional space of wedding, the print campaign showcases the width and range of the specific wedding jewellery for different occasions across ethnic groups. From 16 page ads to cover ads, Tanishq has done it all in seven magazines, including Cosmopolitan, Femina and Grihashobha. Good use of print media which provides the comfort to go into details of the product and also they have chosen right place to communicate.
Tanishq has also launched a BTL campaign, 'Tanishq dulhan' in Tier II and III cities, where the winning brides are given gifts and are styled by the brand on their wedding day. There is also a programme for older couples, who have completed 25 years of marriage. I couldn’t get the specifications of the BTL campaign.
The brand will also launch a big-budget campaign in the digital space.
According to me this is the optimum use of each & every media to communicate with your TG. They have created brand awareness through TVC and further they have used print media to communicate product features in detail with their TG in the regional languages. Also to engage the TG they have BTL part of campaign.
Good going Tanishq!
