MAM

×

[Podcast] Media Minds: Tanishq Mia business head reveals her marketing strategy to gain mass love

The brand is trying to stay a step ahead of the consumers

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/14/bhavishya.jpg?itok=FMGR_tsX

MUMBAI: For Tanishq Mia, the competition is not other jewellery brands but experiences like a girls’ night out or trekking across mountains, brand head Bhavishya Kelappan told Indiantelevision.com on the fourth episode of its podcast ‘Media Minds’.

Kelappan said, “Share of mind and share of wallet is a big battle. This generation doesn’t want to spend on things or acquire assets. They want to spend on experiences.” She stated that competing with these experiences is what Mia is focussing on with its marketing initiatives.

She also highlighted some of the key product and marketing strategies that her brand has been focussing on to ensure that Mia is as loved by the custumers as its parent Tanishq. Stating that material is immaterial for the brand, Kelappan revealed that the brand is working hard on designs that resonate with the woman of today.

The brand which has shifted its focus from just working women to every lady, who is looking for a stylish fashion accessory, is working hard to stay two steps ahead of not the competition but the consumers.

Kelappan shared that the focus for this year is to create awareness and desirability for the brand and all her marketing communication is working around that. From next year onwards, brand advocacy will also be a part of the narrative.

Listen to Bhavisya Kelappan talk more about her marketing strategies, the brand proposition, and the role a good marketing agency plays in establishing a brand on the fresh episode of Media Minds here:

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Krushna.jpg?itok=kb-aeCSP
DIGISOL Appoints Krushna Garkhede as Head of Marketing

Mumbai: In a bid to strengthen its core team, DIGISOL Systems Ltd., a leading provider of IT Networking products, appoints Mr. Krushna Garkhede as Head of Marketing. In his role, Krushna will drive the company's marketing efforts to support overall strategic objectives for DIGISOL 2.0 and impel...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Emami_Oil-Katrina_Kaif.jpg?itok=KXTXpXnj
Emami ropes in Superstar Katrina Kaif as the new face

Emami 7 Oils in One Non Sticky Hair Oil, one of the fastest growing brands in the buoyant light hair oils category, has roped in Superstar Katrina Kaif as its new brand ambassador.

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/Nawazuddin_Siddiqui.jpg?itok=NG_wv0Xz
Pokerstars India Launches Digital Campaign #Madeforpoker with Nawazuddin Siddiqui

PokerStars India, part of the world's largest online poker platform, has launched a new digital marketing campaign featuring Bollywood star and PokerStars India Brand Ambassador Nawazuddin Siddiqui.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/myteam11.jpg?itok=hs4_BpQU
MyTeam11 aims for BCCI title rights after successful run as title partners with West Indies Cricket

One of India’s leading fantasy sports websites MyTeam11, today announced that they had picked up the bid documents and were aiming for the four-year BCCI Title Sponsorship Rights, as per the tender released by BCCI on July 29, 2019.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/vad.jpg?itok=-5u22WoF
Fevicol A+ partners with NAB & school students to create more than 2 lakh Rakhis for Army Jawans

Fevicol A+ - an innovative crafting glue from Pidilite – celebrated the auspicious festival of Rakshabandhan with its nation-wide endeavor: A Bond Of love. As part of this initiative, Fevicol A+ associated with the National Association for the Blind India (NAB), to create 1.5 lakh exquisite rakhis...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/16/telewise.jpg?itok=ub5hJ76V
Tamil Nadu's retail brands weigh in on television as a marketing medium

Tamil GECs should include subtitles in their shows to increase stickiness and drive more brands to advertise on them, was the conclusion of the very insightful ‘Retail Therapy’ session at the recently concluded Tele-Wise Tamil conclave by Indiantelevision.com.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/htj525pp.jpg?itok=OW7SdbeW
Wavemaker Kinetic India brings alive Cadbury Celebrations Rakhi OOH Campaign

Kinetic Worldwide, a WPP entity has established itself as a leading global player in the Out-Of-Home (OOH) media industry and has many success stories. One of the recent additions being Star Sports Marathi collaborating with Kinetic for the Pro Kabaddi League Season 7, that commenced on 20th July...

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/independence73.jpg?itok=ih5soQKa
How new India is celebrating its 73rd Independence Day

For millennial today, Independence Day brings back a lot of memories of the energetic dance, song and other performances organised in schools. The patriotic songs, story recitation on freedom fighters and other unique activities that children would present filled the whole premises of the institute...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/14/liberty.jpg?itok=TOVxh1-m
Independence Day Special: ‘In The Name of Liberty’ campaign asks simple yet pressing questions

MUMBAI: Every Independence Day, a number of brands come out with campaigns that are targeted at celebrating the freedom that we have or to salute those who helped us attain this freedom. And every year, a campaign or two stands out with a slight shift in the narrative that makes people think and...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories