Mia by Tanishq. Mia 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.
Mia has recently launched its latest festive campaign- ‘Celebrate the light within you’ featuring brand ambassador: Mithila Palkar. Set in the festive context, the campaign throws light on the many facets of Mia consumers, and the unique ways in which they light up every celebration.
Shyamala Ramanan, Business Head, Mia on the new collection and on Mithila Palkar as the brand ambassador…….
First the Princess collections about a month ago, now celebrate ‘The light within you’, so what is the idea behind the campaign?
Mia, which means “Mine” in Italian, is a line of fine jewellery hand- crafted for the woman of today. We launched the princess edit collection that was inspired by the traits of the seven Disney princesses.
As Mia emphasizes on the self-expression, we are launching the ‘Lyana’ collection, which celebrates the light inside every woman. The main idea behind this campaign is to herald festive cheer, ignite positivity and celebrate the spark that every woman carries with her that illuminates the world around her.
The role of a woman has been heightened even more in the recent few months. Her ability to multi-task, balance her work-life, stretch herself in all the roles she performs and so on. This campaign celebrates her for who she is. Her moment of being herself and enjoying the “little joys” of life. The campaign is designed to show the individuality of the woman – whether it is up cycling a diya, teaching her grandma to do the dab, lovingly baking a cake for her pup or simply chilling out with friends.
The Mia Women, your thoughts and what is the brand philosophy behind this?
Mia resonates with its muse, quintessentially unique, fine and beautiful, just like her. She is many things rolled into one-charmingly simple, contemporarily classy, and faultily flawless. She is a quiet storm and sometimes even a fine mess! Her energy is unflinching and she is the wind beneath many wings. Not the one to fit into labels, she creates new convictions. She lights up every room that she walks into with her powerful presence and her humble confidence.
Why did the brand feel the need for a brand ambassador for this campaign for this Campaign?
Mia is a continuously evolving brand and we feel that it is a right time to have the face to the brand to sharpen our communication. Humanizing the brand positioning of Mia, Mithila Palkar seems to be a perfect fit as Mia’s muse. She epitomises the Mia woman with her powerful yet playful personality. With the brand image that she has created on digital platforms, Mia’s self-expression and embracing individuality as concepts resonate with her. We feel the campaign celebrating the light inside every woman would be the perfect one to introduce her as the face of the brand.
How was this campaign shot? And what was the brief to the agency?
Mia wants to celebrate the spark inside every woman, especially the urge to dress up on this Diwali after a long period of lockdown. Research of consumer sentiments indicated that this Diwali will be an occasion of virtual celebrations and minimal celebration with the close ones. The energy inside every woman, to celebrate the festivals in her unique way was coming out clearly in it. So, this is how the whole idea of light in every women was emerged.
Set in the festive context, the campaign throws light on the many facets of Mia consumers, and the unique ways in which they light up every celebration. Launched with a music video, which features Palkar as the sutradhar (and singer) who breaks the 4th wall, directly connecting with the viewers and guiding them through the film. The campaign is a contemporary take on festivities – reflecting on how today young millennial’s and Gen Z wants to add a personal, modern touch to every occasion, while spreading joy and positivity. “In this crazy world, your light shines through,” Palkar chimes, reminding people that while we may be amidst dark times, there’s always light within each of us.
Can you tell me a little more about the Lyana collection?
Lyana from Mia by Tanishq is an ode to this unfaltering light, which leads the way for everyone around her and makes this world a little bit more wonderful. A personality as inspiring as hers deserves jewellery that reflects the same. Mia presents a collection of earrings, bangles, pendants and rings which is sure to amp up her festive looks.
Our collection is inspired by the rich heritage of Indian classics but infused with the Japanese minimalism philosophy. ‘Less is more’ is the concept behind this collection. We have used a unique technique for manufacturing this collection. Laser cut technique on hollow tubes, which got us a Red Dot Award last year has been used for manufacturing this line of products. Not only are they light weight but also have more volume and intricate patterns.
Are you taking this campaign on to traditional media? Are you just keeping it for the digital medium?
As a brand that appeals to the young and the young at heart women, we want to be where they are. So this year we are leading with Digital medium alone. Of course we are leveraging the IPL for creating the awareness. Being a musical we also are there on Gaana.
With TV viewing seeing a spike now especially the news genre, will they look into advertising on TV?
Mia is targeting the young women and is present in a medium that she spends a disproportionate amount of time in. It was a conscious call to be present only in the digital space for now. The campaigns is about celebrating this festive season from Navratri to New Year and so are looking for a long term engagement with the customer.
Link to the video film: – https://youtu.be/-qrHv6nSK-c