Title | TANISHQ WEDDING |
Brand | TANISHQ, TITAN INDUSTRIES |
Product / Service | JEWELLERY |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | MAXUS Bangalore, INDIA |
Entrant Company: | MAXUS Bangalore, INDIA |
Media Agency: | MAXUS Bangalore, INDIA |
Credits |
Name | Company | Position |
---|---|---|
Laya Menon | Maxus | Client Leader |
Victor Britto | Maxus | Investment Group Head |
Kishankumar Shyamalan | Maxus | Investment Business Director |
Parveen Sheikh | Maxus | Group Head |
Jyothi Iyer | Maxus | Business Executive |
The campaign generated 10500 wedding buyers in 2months! There was a 100% increase in value of hi value wedding jewellery. The number of buyers increased from 880 last year same period to over 1700 post this campaign. The call centres linked to the SMS response number on the inside pages of the magazine with the Cover innovation got over 900 calls enquiring about the wedding jewellery showcased compared to an average of 40-50 for normal campaigns.
The idea was to showcase communities of Indian brides with their traditional jewellery – Tamil, Telugu, Kannada, Bihar, Marwari, Punjabi, Bengali, Gujarati, Marathi in a relevant community specific context. The magazine cover is a major factor contributing to it getting picked up. We capitalized on this insight and put brides of different communities dressed with Tanishq traditional wedding jewellery on covers of an optimized mix of national and regional magazines to create a first time ever roadblock on the covers of leading magazines,followed by 4-16 inside pages of design showcasing .The magazines used were: National :Femina and Cosmopolitan (16 page magazine size booklet created, stuck to the back of the magazine upside down –Insight being magazines are also read from back page to front) Aval Vikatan - Tamil bride Swathi - Telugu bride Grihashoba- Kannada Bride Grihshobika - Marathi Bride Grihshoba Hindi- North Indian Bride
Wedding Jewellery accounts for about 30-40% value of the USD 22 Bn Indian Jewellery market. Tanishq’s contribution was low at 20-25% .Hence Tanishq has a strategic objective of becoming a key player in the wedding segment. Tanishq faced a perception issue that it largely is meant for trinket buys and not for serious / traditional region specific wedding jewellery. Before this campaign, there was no concerted, continuous effort to communicate to the wedding jewellery consumer and hence an urgent need to create relevant impact and communicate that Tanishq has a rich range of traditional wedding jewellery. Target audiences were dual - the mother of the bride and the bride. Mother of the bride is the sole decision maker in selecting the jewellery, and bride the influencer. Magazines were media of choice as they enjoy high affinity among mothers and brides especially while seeking references for selecting jewellery.