Now Jewellery to drive women to work

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Prem Kumar

26 November, 2011

A new jewellery line launched in Bangalore claims that it will drive women to work and will offer them something unique for their daily work in the market.

TARGETING WOMEN in the age group 25-30 who have an urban independent working mindset, one of the leading jewellery brands, Tanishq, has launched its first sub-brand Mia. With over 100 designs crafted in 18k gold, the line is priced at Rs 5,000 onwards. The company claims that it is ‘a dream come true for the millions of working women in India'.

Sandeep Kulhalli, Vice President, Tanishq said at the launch: “It is indeed a proud moment for Tanishq to launch its 1st sub-brand, ‘Mia’. The brand is meant for women on the go, who are engaged in various professions and have a well-established accessory ensemble, unfortunately excluding Jewellery. Fine Jewellery that working women buy is mostly for traditional occasions, and do not have an offering for their daily wear in the market. Tanishq, the National Jeweller of India is best suited to understand the needs of these consumers and has put together a wonderfully crafted, well designed jewellery collection, which will make them love to go to work”.

Along with its digital Agency, Interactive Avenues, Tanishq conducted lot of research and worked with several creative agencies before planning the launch. Once sure about the dearth of work wear jewellery of working women, the line was launched. The online strategy for pre-launch ‘Are you missing something?’ positioned Tanishq Mia as a kind of never–experienced-before product that would connect with the target audience.

With a micro site showcasing a series of thought provoking viral videos shot with Real Working Women speaking about what their apprehensions at work was an instant connect with women. The videos were shot with the help of Twilight Entertainment, a production House in Mumbai. The idea centered on what today’s working women are missing and what will make them love going to work. The process involved creating inspiring online video content and syndicating it on YouTube and other video-sharing hubs, which were constantly promoted using Facebook and Twitter.