Tata Group’s Tanishq Jewellery has lined up aggressive advertising and marketing plans. Sandeep Kulhalli, Vice President Retail, Tanishq, said, “Regarding brand engagement at Tanishq, we are connecting brands to consumers at activation level. We are also investing a lot of money on design.”
He added, “We invest a lot of time on marketing efforts in area of jewellery and design around the wedding market and diamond space. We are keeping the brand alive in these segments. In the wedding space, we are focusing on the mother-daughter relationship.”
Kulhali claims that most of the consumers prefer diamond jewellery these days, which is why Tanishq held the month long ‘Queen of Diamonds’ from September 18 to October 18. Besides the mega prize, exclusive diamond jewellery worth Rs 4 lakh were given to all six regional winners, and there were 28 other prizes at each of the Tanishq Boutiques given away on a weekly basis varying in value from Rs 5,000 to Rs 1 lakh,. In all the brand had invested Rs 4 crore worth of diamond jewellery as prizes.
“We are looking at a 360-degree advertising strategy in the wedding market and diamond space that involves TV, press, magazines, OOH and the Internet. We release advertising campaigns from time to time on new designs, etc.” Kulhali said.
“We are looking at large more format stores of Tanishq in Mumbai and Kolkata by 2020. After that we will expand to other cities” he added.