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

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/05/14/bhavishya.jpg?itok=fqbId1pv

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/shiva.jpg?itok=AAjztHl_
Brooke Bond Taj Mahal extends classical music association with e-concerts

NEW DELHI: Due to the current nationwide lockdown, Indian classical musicians were looking for opportunities to continue performing for their audiences. Brooke Bond Taj Mahal recently launched the concept of live online Indian classical music concerts featuring gifted Indian classical musicians...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/mark.jpg?itok=f6PSAJ68
Traditional media to lose takers in post-Covid2019 world: Mark Reed

NEW DELHI: Most of the ad spends deducted from traditional media might not come back post-pandemic, predicted WPP CEO Mark Reed at the e-FICCI Frames conclave today. He was talking to EsselPropack Ltd CEO Sudhanshu Vats in a fireside chat. The duo talked in depth about the growth of digital...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/indiafirst.jpg?itok=AJNgy5_Y
IndiaFirst Life makes top-level appointments

MUMBAI: IndiaFirst Life Insurance Company Ltd (IndiaFirst Life), promoted by Bank of Baroda and Union Bank of India, has appointed Atri Chakraborty as its chief operating officer (COO) and Sankaranarayanan R (Sankar) as its chief technology & data officer (CT&DO). Both took charge of their...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/mother.jpg?itok=PzSI35R7
Mother Dairy introduces ice cream - chocolate with new brand ROCKET

NEW DELHI: Making an entry into the new category of Ice Cream - Chocolates, Mother Dairy a leading dairy player in India introduced a brand ROCKET, with two exciting flavors of French Vanilla and Belgian Chocolate. Mother Dairy with this launch has also created a brand mascot named Neila that is...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/juhi_0.jpg?itok=dqeYuisE
The Marketing Society India appoints Juhie Gorwara as new chair

NEW DELHI: The Marketing Society India has appointed Juhie Gorwara as its new chair in India. Gorwara is currently working at Philips Indian Subcontinent as head of corporate marketing. She has been a member of The Marketing Society in India since its early days in 2017, and also associated as a...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/deepika.jpg?itok=m-5DxMZB
Deepika Warrier joins Diageo India as CMO

NEW DELHI: After being associated with Pepsico for 20 years, Deepika Warrier will take on the Diageo India chief marketing officer (CMO) role at the end of July 2020. She made the announcement about her movement in a post on her LinkedIn page. In her last role, she was CEO and MD of NourishCo...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/08/trrain.jpg?itok=qBrhw7Wm
TRRAIN partners with JP Morgan to support 3000 women employees in retail sector

MUMBAI:  TRRAIN, a not for profit organisation, in partnership with JP Morgan has launched a rapid response program with the aim to assist 3000 women employees in the retail sector whose livelihoods have been impacted as a result of the Covid2019 crisis. The program will support women in Mumbai,...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/mankind.jpg?itok=Xc53bKLg
Mankind Pharma promotes ‘Atmanirbhar Bharat’ with new anthem

NEW DELHI: Motivating the citizens of the country to rise against the current tide of the ongoing pandemic, Mankind Pharma today launched an anthem which captures the true essence of the nation. Voiced by Padma Shri awardees Kailash Kher and Shankar Mahadevan, the newly launched anthem reinforces...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/07/07/watch.jpg?itok=RBmbUhYm
Myntra partners with Movado Group to launch MVMT watches in India

NEW DELHI: Myntra, in a strategic partnership with Movado Group International today announced the launch of MVMT (pronounced as ’Movement’) watches on its platform. Founded in Los Angeles, MVMT watches mainly cater to new-age shoppers who are digital-savvy, with a motto that style shouldn’t break...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required