Mia by Tanishq announced the renewal of its partnership with the Royal Challengers Bangalore’s (RCB) all-women’s cricket team for the T20 season 2024. The brand has partnered with table tennis player Manika Batra, archer Deepika Kumari, boxer Pooja Rani along with hockey players Navjot Kaur, and Rani Rampal during 2020 Tokyo Olympics
Speaking on the strategic objectives Mia by Tanishq aim to achieve through the renewed partnership with RCB, Sampurna Rakshit, Marketing Head at Mia by Tanishq said, “This is our second year we have partnered with Royal Challengers Bangalore’s (RCB) all-women’s cricket team for the T20, it really worked for us. Mia as a brand has always stood for modern independent Indian women, across various spheres of their lives and Sports is a clear natural extension to the workspace of women as well. The first time we were associated with Sports was in the 2020 Tokyo Olympics where four women Indian athletes wore Mia by Tanishq at the march-past in the Olympics opening ceremony.”
She continued, “We created a lot of social media hype around the feminine side of the athletes, as a brand we also believe that you can be feminine and confident at the same time. While that association worked for us, we were also thinking what next can be in Women sports. Hence, association with RCB for WPL was a natural extension for the brand. The reason why we are associating with RCB is that it is one of the most exciting teams in the IPL today. A lot of work has happened to build the brand over these years. It was a seamless fit as RCB was based out of Bangalore so are we.”
Speaking about how the previous collaboration with the RCB has positively impacted Mia’s brand image and market presence, Rakshit said, “It is both a qualitative and quantitative association. We have observed that every Indian woman, no matter how successful she is, has a little seed of self-doubt, where Mia plays a role. We tell them that there is a star in her and reiterates that you are going to get over this vulnerability and instill confidence. We have observed the same narrative with the RCB women’s team as well.”
“It fits in beautifully with the star in you because every woman is a star in their own right. That is the take away we had from our association. Qualitatively, it has helped in cementing the brand proposition. Quantitatively, it gave us a huge boost in terms of awareness and consideration not only in Bangalore but Pan India as the maiden WPL had high viewership, which in turn gave us high top of the mind recall. It has taken to markets where we didn’t have a presence in, especially in smaller cities of the country,” she added.
As part of the collaboration, the brand will be doing customer engagements at the store as part of the collaboration.
“Last year, we had a TVC which was supported by customer activation. This year we are doing a very strong social media campaign. There will be a lot of collaborative posts. We are also doing a lot of activation on X (formerly Twitter),” Rakshit added.
“We have realized that the acceptance of women’s sports in India has shot up. The association with Indian Olympics Association and with RCB all-women’s team at WPL has delivered far higher customer and PR value than we anticipated,” Rakshit concluded.
