Campaigns
Mia by Tanishq brings its changing calendar billboard to Bengaluru and Mumbai
The campaign is executed by Platinum Outdoor
Mia by Tanishq, in collaboration with Platinum Outdoor – Madison World, has brought its ‘Precious, Every Day’ campaign to Mumbai through an outdoor installation that gives a familiar billboard a changing identity.
The concept was first introduced in Bengaluru, where Mia transformed a large-format billboard into a physical calendar that changed its page every day for 30 days. Each page revealed a different jewellery design accompanied by a message inspired by everyday moments and moods.
From “The only Monday Blues worth having” to “Tuesdays are better with a little buzz” and “Midweek? Stack your rings like your wins,” the creatives connected individual days of the week with the brand’s jewellery offerings.
The calendar concept has now been extended to Mumbai as a one-week outdoor campaign, bringing the changing-message format to another city. While the Bengaluru installation ran for an entire month, the Mumbai execution carries forward the central idea of refreshing the billboard’s communication through changing creatives.
Rather than relying on a digital screen, the campaign uses a physical format to introduce variation into the outdoor display. The changing pages give commuters a different creative to discover on successive days, encouraging repeat attention to the same billboard location.
Through the campaign, Mia translates its ‘Precious, Every Day’ philosophy into an outdoor storytelling format, connecting jewellery with everyday occasions and experiences.
Same billboard. New page. Every day.