Brand Insights

“The primary goal is to tell the brand story clearly”

Sampurna Rakshit, Marketing and Ecommerce Head, Mia by Tanishq shared her valuable insights on the strategic design and execution of out-of-home (OOH) advertising campaigns and discussed the growth of Mia by Tanishq in the retail sector.

Published

November 18, 2024

Sakshi Sanghavi

Mia by Tanishq, a youthful jewellery brand under Titan Company Limited, leverages out-of-home (OOH) advertising to enhance its presence and connect with consumers across India. OOH advertising is essential for reaching audiences quickly and effectively, making it a key part of Mia’s marketing strategy.

Designing effective OOH campaigns

Sampurna Rakshit, Marketing and E-commerce Head at Mia by Tanishq, emphasises clarity and brand consistency in OOH campaigns. “The primary goal is to tell the brand story clearly,” Sampurna notes. The campaigns use brand-specific colours and minimal copy to ensure the message is quick to grasp. Each campaign is structured with a clear hierarchy, focusing on either product launches or broader brand reinforcement.

Choosing impactful locations

Location selection depends on the campaign’s goals. For store-specific promotions, ads are placed near the store’s catchment area to drive foot traffic. For brand-level campaigns aimed at making an impact city-wide, the focus shifts to high-visibility sites regardless of store location. “We choose impactful places with excellent visibility and size,” Sampurna explains, ensuring the campaigns leave a lasting impression.

Measuring campaign success

Mia by Tanishq uses a mix of tracking methods to gauge the effectiveness of OOH campaigns. Store staff use media trackers to ask customers how they discovered Mia, gathering data on whether outdoor ads influenced their visit. This method provides direct feedback on the campaign’s impact.

Innovative campaign designs

Mia’s OOH campaigns often feature creative elements. A standout was their Diwali campaign, which embraced a ‘disco’ theme, using illuminated billboards in high-traffic areas. Another innovation was India’s first anamorphic screen at Hyderabad’s Nexus Mall, showcasing 3D visuals for an immersive effect. “We wanted to create memorable experiences,” says Sampurna.

Retail expansion

Mia by Tanishq has expanded from 30 to over 200 stores, integrating creative advertising and strategic growth. By pairing high-impact OOH campaigns with retail expansion, Mia continues to strengthen its brand across India.