Tanishq dazzles OOH with The Padmavati Collection
By M4G Bureau - October 17, 2017
OMI planned and executed the 3-week campaign in more than 25 cities
Tanishq, a leading jewelry brand, has launched a glittery outdoor campaign to promote The Padmavati Collection created in association with the promoters of Bollywood movie ‘Padmavati’. The new collection is being promoted through a multimedia campaign including OOH advertising.
Planned and executed by OMI, the 3-week campaign has been crafted in a way as to give the brand a larger-than-life OOH presence. The media planning and strategy team selected the media after screening each media unit on basis of the OTS they could generate. A careful study of the visibility quotient of each asset in tandem with the traffic movements was conducted. The agency’s proprietary tool CTAG helped in the selection of locations that are in close proximity to jewellery markets, adult hangouts, B2B pockets, etc. Powerful creatives ensured that the campaign delivered high impact.
A few key sites that adorned the creatives of Deepak Padukone wearing the collection called for maximum visibility for which the OMI team opted for media units on major arterial routes.
Speaking about the campaign, Deepika Sabharwal Tewari, Associate Vice President – Marketing, Jewellery Division, Tanishq, says, “Two iconic brands have come together to visualise and recreate the jewellery worn in the movie Padmavati. There is a lot of synergy in this project because both the brands are about perfection, creativity, re-imagination and revitalisation of history to make it relevant for today's Indian woman. We are happy to launch Tanishq's signature collection during Diwali and give Indian women the opportunity to adorn the beautiful pieces and feel like a queen. As exclusive jewellery partners of Padmavati we are aiming to showcase our creativity and make these jewellery pieces a part of Bollywood history.”
Commenting about the opportunity to be associated with this brand, Naresh Bhandari, COO, OMI said, "It’s great to work with a brand like Tanishq as we strive to outpace our own success graph with them. Our team enthusiastically carves out the best plan for them and we are so proud to present them with a very good noticeability every time. The challenge this time was again to bring out the larger than life portrayal of the Padmavati collection to life which could only be done using outsized impactful media plan and the team did just that”.