Q] Tell us about your latest festive campaign for Nav-Raani collection. What was the objective behind it?
Every year, we’ve been part of our customers’ celebrations, especially those of the modern Indian woman. This year’s campaign reflects Tanishq’s belief that every woman is a modern-day queen, deserving of jewellery that embodies her inner beauty and strength. Today’s Indian woman, with her grace and confidence, plays many roles, and even if she may not always appear like a queen, she truly is—our Nav-Raani. The campaign honours these women and ties into the collection’s design, inspired by historical queens, blending luxury from the past with modern sensibilities.
Q] What media mix and budget were allocated for the latest campaign?
Our spending has increased significantly over the last year, reaching high double digits. This year’s 360-degree campaign covers TV, print, out-of-home, and radio, but we are heavily investing in digital due to changes in media consumption habits. Digital platforms like Meta and YouTube offer two-way communication and targeted, hyper-local campaigns, which is why our investment there has grown. We’re also exploring new tools on WhatsApp and Facebook and collaborating with influencers. Additionally, omnichannel remains a key focus, requiring investment to effectively reach our customers. Overall, it’s a comprehensive media mix with a strong emphasis on digital.
Q] What kind of response did you receive on your last campaign for Rivaah by Tanishq? How is Nav-Raani different from it?
With Rivaah’s ‘Marriage is Crafted by You,’ we aimed to highlight the woman’s perspective in weddings, aligning with Tanishq’s mission of amplifying the new-age Indian woman’s voice. By listening to today’s brides, who view marriage as an expression of identity and partnership, we built the campaign around the idea of equal beginnings. It reflects how progressive brides think. Similarly, the Nav-Raani campaign celebrates the modern Indian woman during festivities, like Diwali, where Tanishq jewellery serves as her ally. Both campaigns showcase Tanishq’s commitment to the 21st century Indian woman, amplifying her voice in weddings and celebrating her grace during special occasions.
Q] The Rivaah campaign was a 3-minute-long film on TV, and the Nav-Raani campaign is also long-format. Do you face challenges in making it resonate with audiences across regions, especially considering the reduced attention spans we see today?
Our recent Rivaah campaign was groundbreaking, as we launched a three-minute multilingual ad across top channels nationwide. Partners noted it was one of the longest campaigns on TV, celebrating Tanishq’s connection with brides from diverse Indian communities as a national yet local jeweller. With today’s audiences accustomed to multilingual content, we’ve found that relevant, well-told stories maintain engagement. We also created shorter versions, recognising the demand for short-form content, which often encourages viewers to watch the full-length film, achieving higher engagement rates than industry benchmarks.
Q] What trends are you observing in the bridal jewellery market, and how is Tanishq adapting to these trends?
The contemporary Indian bride is more empowered and informed, choosing wedding jewellery as an expression of her identity across various functions like the haldi, mehendi, and reception. Diamonds are now popular in trousseaus, even for traditional ceremonies, alongside materials like uncut Diamonds, Polki, and Kundan. Brides also favour heritage-inspired pieces, such as those in the Nav-Raani collection, showcasing rare Indian craftsmanship. Layering and modular jewellery, like the upcoming Rivaah collection with Tarun Tahiliani, allow brides to adapt pieces for both the wedding and daily wear. This evolution reflects her blend of tradition with contemporary, personalised style.
Q] What new avenues are you exploring in Digital and new technology to enhance both the customer experience and consumer engagement?
In the digital space, we stay connected to our muse by blending our brand’s core with progressive values. We leverage hyperlocal tools on platforms like Google and Meta to create personalised content and support her buying journey, showcasing products she may have saved or schemes like the Golden Harvest. To stay relevant, we experiment with new platform tools, including sonic identity, as seen in our Nav-Raani campaign, enhancing digital and in-store experiences. With omnichannel as a major focus, we’re continuously optimising for better efficiency and performance.
PROFILE
Pelki Tshering is the Chief Marketing Officer at Tanishq. Her professional journey began at The Coca-Cola Company, where she drove the non-carbonated portfolio, managing brands like Limca and Kinley, and later transitioned to Tata Global Beverages. Prior to Tanishq, she was the Vice President of Business Strategy at Indian Hotels Company Limited.
ABOUT THE BRAND
Tanishq is an Indian jewellery brand from the TATA Group. It started with the launch of 18k gold watches studded with precious stones in 1994. But it soon grew into a 22K jeweller, presenting a stunning range of gold and diamond jewellery. To stress their commitment to offer the purest jewellery, all Tanishq stores are equipped with the Karatmeter, which enables customers to check the purity of their gold in the most efficient manner. The Tanishq retail chain currently spreads across 450+ exclusive boutiques in more than 250+ cities.
FACTS
PR AGENCY: Adfactors PR
CREATIVE AGENCY: Lowe Lintas
MEDIA AGENCY: Madison Media
SOCIAL MEDIA AGENCY: Autumn Grey
DIGITAL AGENCY: HiveMinds
