30
Ramita Daware 19BSP3440
Rupesh Prasad 19BSP3513
Abhishek Acharya 19BSP3588
Suraj Sukhija 19BSP2959
Piyush channkeshla 19BSP3439
Shivalika Mishra 19BSP3588
What is TanishQ about!
ABOUT
- Vision and Mission Statement of Tanishq Vision: To be world class, innovative, progressive, organizations and to build India’s most desirable jewelery.
- Recognised and respected as an organization for excellence and trusted leadership of the jewelery industry.
The name was formed by combining the first two letters from Tata and नष्क "NISHK" (meaning gold coin or necklace in Sanskrit) Khushiyon ki chamak – Sparkling Happiness ! All that glitters is a ‘golden’ deed ! Ghehne aise ki ‘Ishq ‘ ho jaaye - Tanishq
Currently Market share of Tanishq is 2.9%.
70% market share in branded jewellery market in India
NOMENCLATURE BRAND
Retrospect
In mid 2000, Jacob was named CEO of Tanishq, a fine jewellry business.
He led a dramatic turnaround of this business, making it one of the fastest growing consumer franchises in the country.
During this period, Jacob was also the Chief Strategy Officer of Titan Industries, served on the Tata Group Strategy Forum and as a Mentor CEO to various group companies.
TARGET AUDIENCE
The niche and the mass
TARGET
AUDIENCE
AGE & Gender
AGE AND GENDER
Tanishq has found that 40% of the Indian women are working and they targeted this segment with a specific group of products called collection-G, a 9-to-5 jewellery for the working women
Non working women in the age range of 18-24 are considered as prime consumers for influencing the customer/buyer
Geographic
target
GEOGRAPHY
- Tier 1 cities with the most amount of marketing spent ( close to 40%) Like Mumbai and bangalore and delhi
- Tier 2 Indian cities jewelry buyers, with campaigns like shubham and divyam
- Tier3 cities is a difficult target on account of business model and market saturation
Advertisement in focus: The rivah series focusing on the regional target audience
EVENT BASED REQUIREMENT
The target audience focused on the marriage event
the target audience focused on the anniversary events
PSYCOGRAPHY
FACETS OF EKATVAM
THE EKATVAM
CAMPAIGN
TIMELINE OF EKATVAM
Controversial
2020
TIMELINE
OCTOBER
2020
Focusing on the hype by CO-VID
Virtual release of the collection
Focusing on launching the campign with the idea of inclusion
perception
- Ekatvam has nailed the perception aspect of the campaign. The colour palette used in the advertisement is very pleasing being a jewellery brand, Tanishq made sure that the aesthetics were top notch.
- There is also a hint of suspense as the advertisement progresses. We as viewers do not know until the very end about where the advertisement is heading.
- The framing tells us that the characters in the centre are the ones around whom the plot revolves. Until the very end when the key frame shows the whole family and the event.
- Revealing that its not entirely about the characters but also about the culture.
PERCEPTION
EMOTIONAL
EMOTIONAL
The only emotions that Ekatvam wanted to convey were love, happiness, wholesomeness and harmony.
Through the advertisement they want to convey how welcoming the people of our culture are. Whatever the religion might be, we always have love in our hearts which is for everyone.
The campaign was placed to target the upcoming festive season. Festivals in India are all about unity and they wanted people to feel the togetherness. Hence the ending “Ek jo hue hum, toh kya nahi kar jaayenge”
association
Through the campaign, Tanishq wanted to convey their message to its viewers in a way that made the viewers connect to them.
- They didn’t want to say that they sold jewellery. They wanted so tell them that they sold love, happiness, celebration and acceptance in the form of jewellery.
Nobody remembers a brand that sold them a product. They remember how a brand made them feel. That is a brand people connect with and that is precisely what Tanishq tried to do.
ASSOCIATION
PURSUATION
The campaign through the feelings it conveyed and the visual representation of happiness tried to influence people in its favour.
It tried to persuade people that the brand associates with happiness and aims at spreading happiness and this will eventually make them happy too.
it also reassured them that gifting a Tanishq to their loved ones will incite more love, appreciation, happiness and trust.
PURSUATION
COGNITION
Through the Ekatvam campaign, Tanishq subconsciously, in the minds of the viewers, wanted to position themselves as a brand that was all about love, harmony and acceptance. They wanted to position themselves as a brand that associated with happiness and celebration.
COGNITION
BEHAVIOR
Tanishq through Ekatvam was looking to grow in the upcoming festive season.
It had the intention of making people choose their products instead of other alternative brands. Gifting culture during the festive season grows very drastically.
Tanishq wanted people to gift their products to their loved ones which would make the latter very happy.
BEHAVIOUR
- WHAT WENT WRONG
1. Mis-reading the country sentiment
2. Mis-Timed in terms of the launch
3. Overtly misplaced element of an ad
4. Media platform multiplication
WRONG
WHAT WENT RIGHT
1. Striesand effect
2. Primacy and Recency
3. Fraternity voice
4. Trail blazed
RIGHT
THE AWAAS (welcome) CAMPAIGN
SUGGESTED
CAMPAIGN
What : A new Age welcoming campaign focusing on the truest sense of equality
Who: Men and Women from unprivileged area
Goal:
1. Improved goodwill amongst the preexisting diaspora of clients
2. Providing the brand with an overall Global and path-altering appeal
CREATIVE 1
The creative focuses on a new range of jewelry for men exclusively
AMBASSADOR 1
ADAM LAMBERT FROM THE LGBTQ COMMUNITY
THE SLUM PRINCESS
AMBASSADOR 2
the slum princess, mumbai edition.
ad script
30 %
10 %
NITTY
GRTITTIES
35 %
25 %