Repositioning Tanishq

To drop off the image of Tanishq as a "western and not affordable" or “not for me” brand,
Tanishq tried multiple positioning:

 In 2001, Tanishq tried to associate itself with motivating thematic advertising and
inspiring curiosity. It was introduced with a new name “Aria” under Tanishq.
 In 2002, Tanishq launched Diva with the latest pearls, a diamond with graceful
design, and associated it as less expensive, fine gold jewelry for everyday wear.
 By 2003, Tanishq was still considered as an “aspirational brand” but the translation
to visit was low. It is still carried a perception of “not for me”. It was considered as in
stubbed light and western space brand with premium.
 In 2004, Tanishq launched several new collected and differently associated them:
i) Daytimes: As an affordable, casual young, and contemporary
ii) Colors: As a modern and unique design
iii) Aarka: As a "recommended jewelery" by the famous designers
iv) Aamra: As a traditional studded collection.
 In 2005, They did another research and decided to go with the confident matriarch
and the balancer, and a new campaign was aligned with it as “a new tale of
tradition”. Tanishq finally decided to position the brand as the traditional but
considering modern aspect at the same time.