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?