Tanishq - Best Use of Vernacular Language in Mobile Advertising

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Tanishq Rivaah Campaign in a nutshell

Impact

Building Desire

Content Routes

Building Reach

- Maximise reach among target audiences via mass reach, real-time bidding platforms such as Google & Meta

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- Separate targeting & deployment strategies were implemented to target brides and their parents, in engaging both cohorts as per their needs

THE CHALLENGE: Weddings in India are grand celebrations marked by elaborate rituals, vibrant festivities, and the exchange of precious jewelry, which holds immense cultural and sentimental value. Each state in India boasts its unique traditional jewelry designs, reflecting the rich heritage and diverse artistry of the region. Communicating in just one language isn't effective; to create a greater impact, we need to reach out to brides and their parents in their native languages

- Relevant News, Fashion/Lifestyle and Wedding platforms used to educate the audience about the collection

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- Through diverse range of articles, curated as per cultural jewellery preferences.

- Build TOMA by using high-impact, sustained banners that featured prominently on wedding and lifestyle platforms.

- Building engagement through promoted answers on Q&A websites like Quora

- Leveraged innovative assets like Connected TV placements on OTT platforms in leveraging co-viewing family experiences akin to TV

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- Utilised the lifestyle sections of regional platforms to effectively engage with the target audience.

44 Mn Reach and 33 Mn Video Views per quarter

Store Visits : 14k + store visits per quarter

Brand searches: Uplift of brand searches by 1.5x

Brand Study Uplifts:

+5 points in Standard Ad Recall +5.4 in Standard Brand Awareness

Approach

Rationale

Results

The Challenge

Source: Statista

In May 2024, wedding jewelry occupied the majority of the share at 60 percent in the Indian jewelry market.

Titan’s brand Tanishq, one of the leaders in the organized jewellery market, still does not have a significant presence in India’s massive wedding segment*

Therefore, it was important for Titan to take on initiatives targeted at increasing its wedding segment sales by creating and promoting special designs for the wedding collection ‘Rivaah’

*https://www.titancompany.in/news/tanishq-eyes-bigger-share-in-jewellery-market

Campaign Objective

To foster community relevance and targeted communication in specific regions, Tanishq aims to establish credibility as the premier wedding jeweler. This will be achieved by showcasing a wide range of intricately designed pieces that resonate with both brides and their mothers. Additionally, Tanishq will tackle price perception barriers directly through promotional offers and exchange-based communications.

The brand story in vernacular languages

Bengali

Hindi

Kannada

Our Approach - Key Pillars

Channel Selection

Audience Targeting

Market Prioritization

• Markets classified as P1 and P2 based on sales contribution.

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• Segmented by regional jewelry preferences, unique designs, and traditional values.

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• Focused on maximizing reach and frequency in high-potential, high-priority areas.

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• Used vernacular creatives for targeted, relevant messaging.

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• Ensured effective and efficient marketing that resonates with local communities.

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• Brides (Females 25-35): Primary decision-makers for their wedding jewelry.
• Parents (Males, Females 45+): Especially mothers, significantly influence the final purchase.
• Strategy: Engage all decision-makers and satisfy their needs with tailored offerings.

Audience Cohorts-

• Brides (Females 23-35): Interests include wedding planning, bridal wear, jewelry, shopping; filtered by behavior (newly engaged or getting married soon).
• Parents (Males, Females 45+): Interests include wedding planning, luxury shopping, designer clothing; filtered by demographics (parents, HNI audience).

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• Maximized reach and frequency across social and mass platforms.
• Utilized Meta and YouTube to engage target audiences with vernacular creatives.
• Targeted wedding-centric platforms to educate the audience on the wedding collection.
• Published native articles in vernacular languages on local news platforms for greater impact.
• Leveraged OTTs with targeted video content to reach a wider audience and enhance relevancy.

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Region-specific content was crafted that reflects the cultural nuances and preferences of various communities, ensuring that the wedding jewelry collection appeals to brides and their families across different regions. Creatives are distinguished by the type of food featured, the jewelry design, and other elements.

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Regionalisation

Hindi (Video-45 secs)

Bengali (Video-45 secs)

Kannada (Video-45 secs)

Media choices

Region-specific content was crafted that reflects the cultural nuances and preferences of various communities, ensuring that the wedding jewelry collection appeals to brides and their families across different regions. Creatives are distinguished by the type of food featured, the jewelry design, and other elements.

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Regionalisation

Marathi (Video-45 secs)

Tamil (Video-45 secs)

Telegu (Video-45 secs)

Media choices

What did we achieve?

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Uplift of Rivaah keyword by 1.5x Quarter on Quarter

Increase in Tanishq Rivaah Searches

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“Tanishq Rivaah” in the Wedding Collection category has a highest search volumes among other competitors.

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Overall Impact of Rivaah Campaign!

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43.8 Mn

Reach delivered

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(19% higher than Planned Primary KPI)

33 Mn+

Video views across campaign period

1.5 X*

Brand searches during the campaign period

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*compared to last Rivaah campaign

14k +Store Visits*

Digitally influenced store visits

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Brand Lift:

+5 points in Standard Ad Recall �+5.4 in Standard Brand Awareness

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