Tanishq launches Mia; positions it as everyday jewellery for the working woman

The jewellery brand under Titan Industries, Tanishq, has added a sub-brand to its collection. Called Mia, the brand of jewellery is positioned as a brand for daily use for working women. Tanishq’s advertising agency, Lowe Lintas has created three new TVCs for the launch.

In the three TVCs titled, ‘Parking’, ‘Increment’ and ‘Workshop’ a woman is shown delighted to go to work because of her new Mia jewellery, even though she has issues like parking outside her office, the increment she receives from office and the monotonous workshops she needs to sit through.  

Commenting on the new TVCs, Arun Iyer, national creative director, Lowe Lintas, said, “Tanishq wanted to launch a new brand of jewellery which targetted the office going woman who wears jewellery everyday. Through our commercials we wanted them to move out of their junk jewellery space, to adopt Tanishq’s new Mia jewellery. Women, who go to office have their reasons for loving and hating their job, with Mia jewellery they’ll have one more reason to love their job.”

On the target group, Iyer said, “The target group for Tanishq Mia is essentially the same as Tanishq’s traditional jewellery, but we’ve just looked to position it differently.”