Tanishq sparkles with new ode to Earth
By M4G Bureau - January 05, 2021
Iconic, large format and cluster media have been utilised to bring out the beauty of the brand’s new collection of diamonds called ‘Moods of the Earth’
After Ekatvam, it is now ‘Moods of the Earth’, the new collection from brand Tanishq. The OOH campaign to promote the same is also drawn from the shapes and hues of nature.
Tanishq partnered with Laqshya Media Group for the back-to-back iconic OOH campaign rolled out in top metros - Mumbai, Delhi NCR, Bangalore, Kolkata, Hyderabad, Ahmadabad etc . The OOH campaign is a part of their 360-degree campaign for the new exclusive collection.
The campaign encompasses a mix of large format media units and cluster branding across all cities to create maximum impact and reach the target audience. Other unconventional mediums have been used in some cities to ensure better coverage.
Speaking on the launch of the collection, Ranjani Krishnaswamy, General Manager – Marketing, Tanishq, Titan Company Limited, said "We are thrilled to launch ‘Moods of the Earth’, our new collection of premium range diamond jewellery. We are really happy to present such an exclusive studded collection assortment to our consumers after a long time. As the name suggests, the collection takes its inspiration from the myriad idyllic moods of Nature like fascinating terrains, blushing blooms, serene snow and lush greens. The 28 exclusive pieces are all about the glamour and the dazzle of diamonds and gemstones. They also elevate the user-experience with modular functionality which allows for the same jewellery piece to be styled in various ways such a necklace which also has a detachable pendant and, earrings that can be worn as both, studs and drop earrings."
Amarjeet Hudda, COO, Laqshya Solutions said, “Tanishq has always leveraged the power of OOH media to reach their consumers. Now that traffic is almost @90-95% of the pre-lockdown figures, Tanishq has come up with some brilliant campaigns. After Ekatvam, which celebrated the handwork of the Karigars of India, Tanishq came up with Moods of the Earth campaign. We at Laqshya are very proud to bring this campaign to everyone through our scientifically planned proprietary OOH Planning Tool called SHARP (Strategic Hyperlocal AI-aided Reach Planner) and the plan was further fine-tuned by Laqshya Media’s experienced media planning team. We have strategically taken large format premium media units and created dominance zones in all the cities to establish the high visibility and impact in each city. The Laqshya team as always has executed this campaign brilliantly despite restrictions of limited lockdown and safety issues related to COVID-19. It is definitely one of the most visible and attractive campaign.”