Lowe Lintas India

Challenge:
Tanishq is about ‘modern shopping’ while wedding jewellery is about ‘sentiments’. How to make the brand a serious choice for those buying wedding jewellery?

Solution:
Tanishq recognized that the Indian woman of today is not in a rush to marry. But we also knew that most young women believe that they look/would look best on their wedding day, and often fantasise about it. However, while Tanishq was already on good terms with the brides-to-be segment, it had to appeal to the actual purchaser of bridal jewellery which is the mother-of-the-bride by showing her that we understood her sentiments as well (not just her daughter’s).

Results:
During the campaign period, April-June 2010, there was a 262 Cr increase in sales versus same period last year. That’s a 36% growth after discounting increase due to new stores & gold inflation. There was also a 25% increase in wedding association with Tanishq post the campaign period. On top of this, there was a 57% growth on Akshaya Tritya ( the most auspicious day for jewellery purchase that falls in the midst of the wedding season ) over previous year’s Akshaya Tritya sales.