tanishq magic mirror
TRANSCRIPT
Best Media Innovation Print
Tanishq Magic Mirror
The Story of Snow White Re-told
• The rejection by the Magic Mirror is history
• Circa 2008 and Tanishq retold this story through its unique association with Femina
• The Magic Mirror now said to 1.78 Lakh elite Indian Women
Every Woman’s dream ??
To be a Cover girl of a National magazine
The Communication Goal
• Tanishq is the largest, most desirable and fastest growing Jewellery brand
• Launching a new collection “Aleya”
• Target Audience : Socialite Indian women, who are jewellery collectors , and for whom design and
uniqueness are imperative
• More than creating awareness, the challenge was to make them experience the collection
Situation Analysis
• Aleya collection is an Open Polki (uncut diamonds) in 22K gold product
• The jewellery had antique finish and used other precious stones
• Ethereal and Classic appeal
• The Open Polki line had never been launched as a collection
Situation Analysis
• Tanishq launched the open polki collection as 'Aleya’
• It’s a limited edition
• Price Range : 30k to 6 Lacs INR
• Time : During DIWALI
• Obstacle : Media and Creative Clutter
Situation Analysis
• The insight was women love to see themselves on the cover of the magazine
• Media strategy was to take the Tanishq store to her home
– by creating an experience of checking out how the Aleya collection, will look on her
The Media Solution
• A mirror is not a mere looking glass for women, but a reflection of what they perceive themselves to be
• Femina magezine had the highest affinity among different media vehicles, used for making purchase decisions
• Tanishq decided to partner with Femina to create this “never before experienced experience”
The Media Solution
• One interesting consumer behavior is woman carry the magazines to the stores
• They ask for the specific product which are advertised/featured in the magezine
• Shelf life of special issues like Diwali has longer shelf life as well
The Media Solution
• The cover of the Diwali issue of Femina spots an Oval-shaped mirror
• A Photo of an exquisite necklace placed just below the mirror
• When one looked at the Magazine cover, they saw their reflection on the mirror with the illusion of wearing the Aleya necklace
Execution
• The Front Cover of the magazine, had audiences 100% undivided attention
• By placing a mirror, Tanishq created the world’s first ever “experiential personal communication”
• This impactful innovation will help to get all the eyeballs on the collection
Execution • 90% of the investment was on this innovation
• Innovation created curiosity and built instant awareness
• The internal tracking indicated lots of referrals from families, friends and relatives
• The issue was placed in the selected showrooms and worked as a POS as well
How did the innovation deliver the goal?
• 1.78 Lakh women realize their dream of being on the cover of India’s largest circulated women's magazine
• Aleya collection was sold in 2 months, a month earlier than expected
• Femina Tanishq issue sold out 10% more copies than their regular Diwali issue sold in the previous year
WHAT MAKES IT DIFFERENTIATED AND UNIQUE?
• Tanishq facilitated a dream-come-true experience for its core audience
• Creating an instant desire for the Aleya collection
• This innovation enabled Tanishq to take the store to her home
• Aleya brought in 224 new HNI customers to Tanishq Anutara – The Loyalty club
• Femina mirror created an opportunity for trial which is an integral part in jewellery selection
• Tanishq use the Femina Cover as a POP material at the store level
• Aleya collection outsold in 2 months on the strong base of the Femina association
• Tanishq Mirror was shortlisted at Goafest Media Awards 2009
WHAT MAKES IT DIFFERENTIATED AND UNIQUE?