Bold designs, disco dazzle – How Mia by Tanishq is geared for the festive season

The festive season in India is reaching a crescendo with Dussehra/ Durga festivities underway and Diwali just a couple of weeks away. This period sees brands and marketers maximise their spends and efforts to woo the customers. ‘FESTIVE MOOD’ is Adgully’s annual outlook on this important marketing period.

This year, there are certain geo-political as well as domestic and climatic upheavals that are casting their shadows on the festive season – the escalating war involving Israel, Palestine, Lebanon, Iran; the horrific RG Kar Hospital incident and several other assaults on women; floods and landslides taking a huge toll on lives and livelihoods in many parts of India.

However, the mood is now shifting to upbeat celebrations, much to marketers’ relief, who sound bullish as they share their festive gameplans with Adgully.

Jewellery is one category that sees high traction during the festive period – not just as festival adornments, but also for the wedding season which kicks into full gear with the festive season.

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Born with the heritage and the legacy of Tanishq, Mia is a brand of bold, modern and chic jewellery. For the young and at the young at heart and the stylish, Mia crafts gold jewellery in designs that are unique, minimal, and extremely versatile. Featuring a wide range, the collections from Mia are designed to accessorize you for every moment and every occasion effortlessly. Crafted in 18kt and 14kt gold, Mia’s diamond jewellery range has over 1,500 designs starting at Rs 4,999. Mia is a network of 170+ standalone stores and present in leading Tanishq stores.

In conversation with Adgully, Sampurna Rakshit, Marketing & E-commerce Head at Mia by Tanishq, shares her observations on the overall consumer and market sentiment during the festive season this year. She also speaks about what forms the core of the festive marketing strategy at Tanishq, the campaign strategy for the festive season, and more.

What are your observations on the overall consumer and market sentiment during the festive season this year?

This festive season, with customers eagerly looking forward to celebrations, the market sentiment is highly positive, as people are excited to indulge and express themselves through fashion, accessories, and jewellery. The recent drop in gold rates, coupled with the reduction in customs duty on gold and silver, has further heightened this excitement. These factors have enabled brands like Mia to make jewellery more accessible, driving increased demand, especially for precious fine jewellery.

We are seeing strong interest not only for the festive season, but also for the upcoming wedding season. Mia being a preferred choice for wedding gifts and favours, makes us feel optimistic about the upcoming season. With these favorable market conditions, we are confident that this festive season will be exceptional, with customers more inclined to invest in jewellery that makes them look stunning and feel gorgeous.

What forms the core of your festive marketing strategy this year?

We are incredibly excited about this festive season. We are coming up with something that’s never been done in fine jewellery before. We are launching an enigmatic collection called Mia Disco, inspired by an era of slick and dapper clothing, sophisticated fashion, and jewellery that celebrates self-expression and is something that truly resonates across generations. With the strobe lights, disco balls, glitter, and tinsel forged into the designs, Mia’s Disco collection is fluid, versatile, diamond-intensive and glamorous – perfect for making the wearer stand out at all the festive parties and celebrations. We have also introduced a new range of sleek and contemporary Miasutras, which beautifully blend tradition with contemporary.

What energizes us this year is the unified effort across all our channels. We are also doing meaningful, clutter-breaking collaborations that are highly relevant and relatable to our customers. We view this festive season as one big disco party, and our campaign reflects that fun and vibrant spirit.

Across e-commerce and social media, we are setting the festive tone with exciting brand collaborations. You can also catch us at Nykaaland with our disco-themed stall, bringing the party to life! Whether online or offline, we are preparing for a festive season like no other, with bold designs, exciting partnerships, and unforgettable experiences.

Could you tell us about your campaign strategy for the festive season?

Our campaign strategy for this festive season is centered on generating excitement around the brand and making Mia more visible and accessible to a wider audience. As a digital-first brand, we remain agile, staying closely aligned with evolving consumer preferences. However, we are also stepping up with unique and interesting brand collaborations that we are confident will break through the festive clutter and resonate deeply with our audience.

Alongside digital, we are introducing some exciting outdoor innovations and selective print in key markets to strengthen Mia’s top-of-mind awareness across audience cohorts. Our hyperlocal strategy ensures that each store creates a tailored experience for its community. Overall, our main aim is to drive buzz and excitement around Mia, offering a fresh and engaging approach for the festive season.

What is your marketing/ advertising budget for the festive season in 2024? What percentage increase (or decrease) is it compared to the previous year?

While there is no significant change in our budget this year, we are leveraging the learnings and insights from previous years to optimize resources more effectively. This approach allows us to achieve better results without drastically altering our spending. In addition to ATL marketing efforts, our focus remains on driving in-store footfall, supported by localized activations and store-level events to connect with our audience directly.

Given the increasing fragmentation of media consumption, how are you allocating festive ad budgets across different platforms?

Our ad budget allocation is focused on a dynamic mix of digital and traditional channels. We are primarily a digital-first brand, given most of our TG interacts with brands like Mia online. Hence, a large portion of our budget is directed toward online platforms, including social media, e-commerce marketplaces, and meaningful brand collaborations. At the same time, we are investing in selective outdoor and print media in key markets to create a broader presence. Our goal is to provide a seamless, omnichannel experience that connects with customers wherever they are, ensuring consistent brand messaging across platforms. We aim to make Mia’s offerings even more accessible to customers across diverse geographies.

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