Tanishq

Magic Mirror
Best Media Innovation Print
 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
WHAT MAKES IT DIFFERENTIATED
AND UNIQUE?
• 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