Indiantelevision.com Team

(23 April 2009 5:15 pm)

BANGALORE: Tata group’s Tanishq Jewellery is planning to showcase its newest product – the world’s smallest Bhagwat Gita inscribed on a 1 sq. cm gold tablet - on Tata Sky as well as on radio.

“We are planning to run a promo audio-visual created by Lowe when a Tata Sky subscriber switches on his television set at select timings-like early morning,” revealed a source at Tanishq during the launch of the Bhagwat Gita pendant at Bangalore today.

“Even in the case of radio, we are planning to run jingles when many stations across the country run religious music and discourses during the morning hours,” the source added.

6000 pieces of the smallest Bhagwat Gita gold pendant have been manufactured in the first phase using nanotechnology. These will be sold through 50 select stores and depending upon the response, more pieces would be manufactured and sold over a wider number of stores.

“We have not reduced our marketing budgets,” said Tanishq VP Sandeep Kulhalli. “We have shifted our focus from mass media communications to radio, select print publications, in-shop branding and direct interactions with our customers. We will use mass media communications when we launch new ranges.”

Kulhalli also revealed that Tanishq now intends to go in for large jewellery store formats with stores having 10,000-12,000 sq. feet area as opposed to the conventional 2,000-3,000 sq. ft-Tanishq stores. He further informed that four new large format stores in an equal number of metros would be launched this fiscal, taking the tally of Tanishq stores to 119 across 75 cities.