Mia By Tanishq drives business results by owning the narrative of cultural gifting

Christy Kuruvilla, Priya Jain

Indian jewellery brand Mia by Tanishq created a multichannel campaign to build awareness, consideration and sales after the COVID-19 economic downturn.

Campaign details

Brand: Mia By Tanishq Brand owner: Titan Company Limited Entrant company: Interactive Avenues – A Reprise Network CompanyIdea creation: Interactive Avenues Gurgaon Market: India Sector: Personal accessories Media channels: Social media, Sponsorship - media, Online video, Radio & audio Budget: Up to 500k

Executive summary

Due to Covid-19, consumer sentiment and spending hit an all-time low during mid-2020. In India, sales of discretionary items had plummeted. The demand for gold fell by 30% in Q3 2020, the lowest in more than two...

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