TANISHQ WEDDING VOWS by Maxus for Tanishq

Adsarchive » Promo , Case study » Tanishq » TANISHQ WEDDING VOWS

TANISHQ WEDDING VOWS

Pin to Collection
Add a note
Industry Jewelry
Media Promo & PR, Case study
Market India
Agency Maxus
Director Sairam Ranganathan
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TANISHQ JEWELLERY
Product/Service: JEWELLERY
Date of First Appearance: Apr 3 2010
Entrant Company: MAXUS, Bangalore, INDIA
General Manager: Sanchayeeta Verma (Maxus)
Client Leader: Laya Menon (Maxus)
Group Head: Parveen sheik (Maxus)
Director: Sairam Ranganathan (Maxus)
Business Manager: Jyothi Iyer (Maxus)
Business Manager: Prasoon Jyotishi (Maxus)
Group Head: Shibu George (Maxus)
Media placement: Magazines - Femina, Cosmopolitan Etc - 01-05-2010
Media placement: TV - Star Plus, Zee TV Etc - 20-04-2010
Media placement: Online - Tanishq Microsite - 01-05-2010
Media placement: Radio - Radio City Etc - 25-09-2010

Insights, Strategy & the Idea
Indian parents give their daughters large amounts of jewellery on their weddings. TANISHQ, India’s largest jewellery retailer wanted to conquer this wedding jewellery market.
Brides-to-be wanted their jewellery from TANISHQ. But, ‘mother knew best’ when it came to wedding jewellery. Mother believed her local family jeweller was the best for traditional wedding jewellery.
We made TANISHQ captivate mother and daughter by transforming their favourite media content into wedding media content.
# Magazines are reference material for brides and their moms whilst buying wedding jewellery => leading women’s fashion magazines were transformed into TANISHQ wedding magazines

# TV soap stars are bigger role models than movie-stars for women in India => India’s
No 1 TV Soap’s leading star was transformed into a TANISHQ Bride on National TV

# All to-be-weds want a memorable wedding => India’s No 1 portal was transformed into TANISHQ -Online-Dream-Wedding, India’s 1st and only one-stop wedding destination, facilitating all wedding queries/needs of prospective brides/grooms.

Creative Execution
HOLY COV (-ER) S NO MORE!!

Cover girls are fashion endorsers for women – we replaced the cover-girl of all leading Indian women national & regional magazines with the TANISHQ -Bride in her bridal jewellery finery – creating the most convincing endorsement for brides-to-be and their mothers for our wedding jewellery. Editor endorsements, wedding jewellery photo-features virtually transformed these fashion magazines to wedding magazines.

GETTING 11.5 MN INDIANS VISIT THE TANISHQ STORE SITTING AT HOME

In India, cinema is treated as fantasy, whereas TV is seen as reality - the stars of India’s No 1 soap Saathiya are extremely popular. Its to-be-bride purchased her wedding jewellery on national television from TANISHQ, with the emphatic approval of her mother – giving ‘real’ celebrity endorsement to brides-to-be and their mothers.

INDIA’S 1ST ONE-STOP ONLINE WEDDING DESTINATION

‘TANISHQ -Online-Dream-Wedding’ => provided in-depth wedding preparation content to brides/grooms for the 1st time. The actual brides and grooms vying to be India’s 1st Couple to have their wedding streamed online (Dream-Wedding-Contest) gave us ‘Actual User’ endorsement.

Results and Effectiveness
Sales Increase: 53% annual, 42% wedding-period

Brand Health Increase: Spontaneous-Awareness 33%, Consideration 25%

Magazines Generated: 650 stand-alone-enquiries converting to sale (against 40-50 norm)

TV Integration: Aware (24%); want to know more (92%), visit store (83%), purchase (77%)

Online: Reached 1/3 traffic of India’s No1 bride-groom-search site in 2 months; Earned media 4 times investment made

(Source: Client/TGI/TNS/Star Research/Online-Campaign-Data)