Tanishq revives Diwali tradition with Virasat Collection

For this auspicious occasion, Tanishq is launching its new festive collection- Virasat with a bang. The OOH campaign is launched to bring alive the essence of age-old traditions, cultures and rituals which have been followed through generations. The campaign aims to take forward this tradition of purchasing jewellery which makes Diwali auspicious.

The high decibel campaign was devised to announce the Virasat collection stridently with a striking effect. The outdoor duties were assigned to OMI (Outdoor Media Integrated), the outdoor agency arm of Laqshya Media Group.

Deepika Tewari, Associate Vice President– Marketing, Jewellery Division at Titan Company Limited said, “Each Diwali is a testament of the tradition that has been passed down from one generation to another and have been followed each year with equal vigour. This collection is a tribute to the innumerable ‘Rivaaj’ or traditions that are followed by us, especially that of buying gold and hence the name ‘Virasat’. We sincerely hope our exclusive festive offers along with our grand new Virasat Collection will add a bit of sparkle to everyone’s life. At Tanishq we wish everyone to be a part of Rivaajon wali Diwali, Tanishq waali Diwali”.

OMI used its in-house proprietary tool ‘SHARP’ to give the campaign high visibility & create maximum impactful exposure. The deployments were done in a way as to cover all arterial routes and important touch points that were imperative as per the TG’s day in the life cycle. A mix of media vehicle ensured that we attain the objective of reaching the right audience multiple times building brand salience.

The campaign was executed by strongly developing the brand’s communication in multiple cities like Agra, Ahmedabad, Allahabad, Bangalore, Baroda, Bhubaneswar, Chandigarh, Chennai, Delhi NCR, Guwahati, Hyderabad, Indore, Jaipur, Jamshedpur, Kanpur, Kolkata, Kolkata Upcountry, Lucknow, Ludhiana, Meerut, Mumbai, Nagpur, Patna, Pune, Raipur, Ranchi, Surat, Varanasi and Vijayawada.

Tanishq’s extraordinarily stunning creative looked equally mesmerizing on the OOH canvas that were handpicked by OMI to ensure that it gets the 100% OTS it demanded from the campaign. Every media unit did complete justice to build the buzz for the campaign leading to conversations and finally considerations.

Speaking further on the campaign’s success, Naresh Bhandari, COO, OMI, Laqshya Media Group said, “Diwali and Tanishq are essentially connected to each other. Buying gold in Diwali has been a big part of our tradition across the country. This Diwali offer by Tanishq needed a much fierce noticeability at the time when all the competitors are active on OOH and vying for consumers attention. The team took it as a challenge to ensure we are not just noticed but, we impact them too. The dual approach of attaining reach and frequency using our In-House tool cut corners and we were able to deliver a successful campaign.”

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