Creative Execution

This was brought to life through a microsite www.tanishqweddings.com. Creative elements for the campaign included various platforms that integrated a range of interesting content interwoven to create engagement and deliver value. It includes; 1) A very emotional video that chronicled the experience of a real bride when her confession 2) A platform for the brides to make their confessions where 3 lucky winners had their confessions made true by Tanishq 3) Wedding Planner Application 4) Create your own wedding #tag 5) Gift registry to tell her guest what she wants 6) Access to Tanishq jewellery 7 )Book an Appointment app

The result was a series of original, compelling stories--some tear-jerking, but all interesting. o The campaign has generated 2.8 lac visits to the site in 2 months (KPI 100,000) and 5,00,00 page views with an average time spent of 3.52 minutes o 1000 plus entries to the contest by brides o Over 2 lac video views o Increase in footfalls to the Tanishq store by 35% and increase in sales by 28% through the book an appointment feature on the website o 10,000 social shares and Increase in engagement on Tanishq social media platforms by 70%

Objective : Build awareness: The campaign objective was to build widespread awareness about the Tanishq Wedding Collection and establish Tanishq as a trustworthy and modern day wedding jeweler. Build relationships: Give the customer a reason to prefer and buy Tanishq jewellery. Strategy: To give the customers a reason to buy Tanishq Wedding Jewllery, the idea had to touch an emotional chord demonstrating that the brand understands her needs and challenges. We drew a connection by closely observing experiences of various brides and that one thing that’s always missing in their otherwise perfect weddings. Insight: Every bride has a wish that she ends up hiding because of fiscal, family or some other reason. Idea: We developed a concept that created an inspiring and emotional ‘Confessions of a Bride’. The campaign allowed every bride to open up and confess about that one special wedding wish and even have it fulfilled by Tanishq