Jewellery brand Tanishq from Titan Industries has the subbrand named Mia – targeted at working women. Recently they have launched a commercial that stars South Indian actor and playback singer Nithya Menon. Ad Agency is lowe Lintas and partners.
TVC shows Nithya Menon working on a presentation on her computer where her boss walks up to her and looks at her work. Her boss suggests her to remove her earrings, so that it does not distract the client and they can concentrate on her presentation. TVC proceeds showing her walking into the meeting with her earrings on and then reassures her boss that ‘Don’t worry, the presentation looks even better than herself.’ Then a voice over says, ‘As beautiful as your work’. TVC concludes with the visuals of the jewellery and a super that reads, ‘Mia by Tanishq. workwear jewellery from Rs. 4,999’.
The ad shows the boss who get involved in every step of each assignment they give to their employees. I hate these kind of bosses as this type of leadership style is terrible for the employees as well as the organization. By controlling everything that an employee does, these managers sap away the confidence of younger employees, who may end up feeling that nothing they can do is right. This is beautifully shown in the ad. The segmentation of Mia is very good and it creates a unique niche which was not touched by their competitors. Tanishq new Mia ad targeted the working woman who believes in herself and wants to look professional, efficient and presentable, and perfect in every way. This ad also try to overcome the myth that the extra attention that comes with jewellery often detracts attention from their performance.
Very informative, keep posting such good articles, it really helps to know about things.
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