Mia by Tanishq, is a leading jewellery brand in 14 Karat Gold jewellery segment with affordable and easy on the pocket price range for jewelry. Mia makes as a perfect gift for various celebratory occasions. With unique contemporary modern designs yet with a traditional touch catering to something for everyone, Mia by Tanishq has an exquisite and alluring collection of diamond rings, earrings, pendant and bracelet that goes well with all occasions.
In a move to encourage and support women at the Olympics, Mia by Tanishq, one of India’s most fashionable jewellery brands has chosen to partner with the pride of the nation, Ms. Manika Batra, Ms. Deepika Kumari, Ms. Pooja Rani, Ms Navjot Kaur and Ms Rani Rampal at the Olympics, Tokyo 2021. To engage and inspire the women of today, Mia by Tanishq presents its latest campaign, ‘#ShareTheShine’ which celebrates the unique personalities of these Indian Olympic acers who embody the strength and determination to succeed. With reference to the athletes, the story most commonly told is of their grit, perseverance, sweat and struggle. However, Mia is all about self-expression and there is an inherent desire to discover the lesser known side of themselves, to understand what truly delights them what makes them tick. These lesser told stories make them the person they are and complete them. The campaign brings these aspects to life and urge women to share their shine with India.
Through this industry-first association, the women athletes will be seen adorning their personal favourites that include contemporary necklaces and captivating earrings from Mia by Tanishq’s signature collections at the Olympics. These exclusive designs truly symbolize their innate style and celebrate their spirit of sheer resilience. As a part of the association, Mia has filmed short videos which will help the viewer’s get a quick sneak peek into athletes’ lives through a candid rapid-fire hosted by various established hosts.
The brand symbolizes the modern Indian woman achiever, who is fiercely independent, liberated, and unapologetic about her choices, exuberates confidence, a go-getter and whose aura lights up everyone’s lives. Each of these athletes is a true Mia woman has a unique sense of style, which is not just powerful but is also a true reflection of their indomitable spirit.
Shyamala Ramanan, Business Head, Mia by Tanishq, in an exclusive chat with MediaNews4U speaks on this partnership, the unique campaign and much more.
How has Mia tackled this period of crisis?
Like most businesses we have also been affected by the pandemic. Since most of our stores are in malls and malls were one of the first establishments to be closed down, our offline business was hit initially. But we focused on increasing our online experience and driving traffic to our website thereby recovering a part of our business from there. Now with the lockdown getting lifted in phases, our brick and mortar stores are also bouncing back, of course with all safety measures in place including fully vaccinated staff.
It is true that market dynamics and consumer sentiments are changing rapidly in today’s landscape. The most important aspect that helps us with our panning is agility, the ability to scale up and scale down plans whenever required. We rely on our values and principles and allow that to guide us. It helped us reprioritize our communication the last few months when the country was grappling with issues of a different scale.
How has the brand’s online presence grown during this pandemic?
Our online business from our own website has increased significantly during the pandemic. Additionally, we have diversified our revenue streams through alternate channels of doing business. For eg:whatsapp video calling – our super-efficient and well trained staff members have been reaching out to consumers over whatsapp, taking them through our collections over video call, patiently answering their queries and finally home delivering the purchases. Social commerce – we have seen an increasing revenue coming through our Insta shop directly as well as our retail teams who have been efficiently converting our social media consumer queries into actual sale GMB – All of our stores are listed on GMB with excellent ratings. Our store teams have been making good use of this excellent tool to generate additional business from potential customers on google who need not even physically walk into our stores to shop from there, with the same unparalleled Mia experience and service.
The Olympics is finally on us, how is MIA associating with the Indian Olympic Team?
Mia is very proud to associate with individual female athletes representing India at the Olympics. We have tied up with leading achievers like ManikaBatra, DeepikaKumari, Pooja rani, NavjotKaur and Rani Ramphal who in addition to sporting our jewelry, also open up to us about the real girls behind the athletes through our campaign ‘Share the Shine’.With athletes the story most commonly told is of their grit, perseverance, sweat and struggle and rightfully so. However, Mia is all about self-expression, about wanting to discover the lesser known side of them, what delights them, what makes them tick, what makes them smile, how do they unwind, the lesser told story that actually complete them. We wanted to bring that aspect alive and share that shine with India. And of course, it gives us an enormous amount of pride to associate with the Indian representatives to the world’s largest sports event.
You have always said Mia resonates with today’s women, how are you seeing this association with women in the Indian Olympic Team?
All these girls are trailblazers in their own fields. Liberated, Confident, dreamers, achievers and self-expressive – they espouse everything that a Mia woman is. Mia has always been positioned towards the young working women and these girls are youth icons besides being career women too.
Through their achievements they demonstrate to the youth of today that we are only limited by our own vision and this is exactly what Mia also believes in. We believe that our jewellery inspires the woman to express herself and her identity and help grow this tribe of sisterhood.
Is it the first time the brand is associating with a sporting team?
Yes, this is a first for us
The marketing strategy for this association?
Mia is synonymous with the modern Indian woman, her dreams, aspiration and individuality. These girls have shown grit, commitment conviction to reach where they are and yet there is this softer side to them and this campaign helps cement that positioning for us. We believe these girls are the pride of India and this helps us cut the clutter in a very busy market where most jewellery brands tell a similar story of design and adornment only. We believe this makes us more authentic and real. With this campaign we have taken up an association never seen before by any jewellery brand. .We will be using a mix of video platforms, social media and some impact properties as our media mix.
Will we be seeing such more associations and way forward for the brand?
Yes, our endeavour will always be to come up with such clutter breaking and innovative campaigns that resonate with our audience as well as help champion what truly matters to today’s modern Indian woman.