Tanishq Partners with Flam to launch India's first mixed reality print ad

Tanishq, India’s most prominent jewellery retail brand from the house of Tata, has teamed up with Flam, a prominent mixed-reality platform, to create the brand’s first-ever mixed reality (MR) print advertisement led by Tanishq’s digital partner, Hiveminds Innovative Market Solutions, the Digital specialist unit of Madison World. This innovative campaign is centred on celebrating the special moments of Raksha Bandhan with their Festival of Diamonds campaign, which was brought to life by collaboration between Tanishq, Flam, and Hiveminds. Readers can scan the QR code on the newspaper ad with their smartphones, bringing the static visual to life with dynamic video content. This unique experience allows viewers to delve into an immersive video experience with a heartwarming message and seamlessly navigate Tanishq's online store to explore their wide variety of diamond jewellery. Beyond showcasing the products, this approach dictates a narrative that forges emotionally connected with the audience.

Today’s consumers seek to immerse themselves in interactive experiences when buying jewellery. Recognising this need, Flam has leveraged mixed reality technology to transform a traditional print ad into a dynamic and immersive visual that resonates with tech-savvy younger generations and those who value time-honoured traditions. "Launching this mixed reality campaign with Tanishq was a dream come true for us," said Shourya Agarwal, Founder and CEO of Flam. "We've always believed in the power of Mixed Reality to revolutionize brand-consumer interactions. And this collaboration between Tanishq and us demonstrates how mixed reality can breathe new life into traditional advertising. This will open up endless possibilities for storytelling and customer engagement."

Flam's contribution to this project goes beyond technological implementation. Pelki Tshering, the CMO of Tanishq, commented on the initiative, saying, "This innovative blend of print and mixed reality shifts traditional media to mobile-first content, transforming how people engage with brands. By creating immersive experiences using mixed reality, we enable consumers to interact with and explore our campaigns and products seamlessly while bridging the gap between traditional and digital worlds.”

Aparna Thakur, Senior Vice President of Client Success at HiveMinds, added, “It has always been our endeavour at HiveMinds to bring the latest ad formats and technologies to our clients through the right partners while keeping the brand and the consumer at the core of the media strategy. This collaboration on a mixed reality initiative was the perfect gateway to marry digital and traditional media experiences seamlessly for Tanishq, adding to our list of innovative and category-first media opportunities explored together.”

Through this unique initiative, Tanishq, Flam, and Hiveminds are ushering in a new era of festive celebrations and establishing a new standard for innovative and engaging advertising in the digital landscape. As more brands begin to appreciate the possibilities offered by mixed reality, we can anticipate an increase in interactive and immersive campaigns that merge physical and digital experiences, thereby transforming the landscape of print advertising and marketing.