Tanishq - How Tanishq Conquers the Festive Seasons Online

Nomination for Maddies Awards -

Campaign to drive sales

Marketing Objective

With the uplift in jewellery buying intent during festive season, The goal was to make Tanishq stand out as the go-to brand to maximise online sales during festive seasons.

Current Scenario in the jewellery industry

65%

of market dominated by local regional jewellery brands

Increase in user demand during Festive Seasons

Market Scenario

S

W

O

T

1

2

3

4

Sold predominantly in stores

Domination of Local Market Jewellers

All time high gold rate

Tanishq Perceived as selling only high value products

Imbibe Trust Factor & Innovate user experience

Regionalization & Customization of products

Introduce Gold Exchange & Exclusive Offers

Showcase Entry barrier & wide range of products sold

Challenges

Solutions

Our Approach

1. Imitate Offline Experience Online
2. Playing the Regional Game
3. Counter high gold rate inflation by offering gold exchange
4. Product Wise Acquisition Strategy
5. Changed communication to gain share of search during festive
6. 360 Campaign Coverage

1. Imitate Offline Experience Online using AR

Used sensory Ads to increase engagement��Users could click on the Ring Box in the ads & enable the “Try On” feature to check how different designs look on their hand

Quality Assurance & Trust Oriented Communication

Highlighting Perks of Online Buying to in all communication

Try On Feature - AR

Entrusting Quality & Perks of buying online

2. Playing the Regional Game to capture untapped market with Local store dominance

Alekhya - 25th Sep : 24th Oct

• Pan India including Tamilnadu & Pondicherry
• Male & Female
• 20-50

Pujo - 12th Sep - 5th Oct

• West Bengal
• Female
• 28-55

Chozha - 1st Oct - 25th Oct

• Tamil Nadu & Pondicherry
• Male & Female
• 26-55

Splitting India into Multiple Markets

1. Region Wise Collection to achieve >80% SOV in untapped locations�
2. Regional Campaigns to Promote relevant collections instead of broad Pan-India approach�
3. Usage of Vernacular Ad copies & Creatives to enhance Audience Connect

3. Counter high gold rate inflation by offering gold exchange

1. GOLD EXCHANGE
1. Exchanging old gold of any jeweller for new designs of Tanishq
2. Getting 100% value for gold exchange & Tanishq purity guaranteed

2. Active promotion of 20% OFF ON GOLD & DIAMOND VALUE

• Lucrative offer across product categories to bring in nascent buyer
• Getting more visibility for Non-Gold categories during the gold price spike

Below 20k

20k to 50k

50k to 90k

Above 90k

Gold Coin

Pendant

Finger Ring

Bracelet

Bangle

Earring

1. Identified the correct price bracket within which people are willing to shop online for each product category�
2. Started showcasing only those products that fall in the relevant price bracket in all digital communication �
3. Myth busting regarding entry barrier due to high starting price for multiple products.

4. Product Wise Acquisition Strategy

5. Changed communication to gain share of search during festive

Ad copies with a Countdown to the event in order to create a sense of urgency

AT campaign start

Akshaya Tritiya

22nd & 23rd Apr

6. 360 Campaign Coverage

1. Performance + Branding channels were used to build the customer awareness to achieve >85% SOV �
2. Driving Traffic to Store through online channels ~ 504K Store Coverage with a ROI of 133

​

FREQUENCY BUILDER

STORE VISIT DRIVER

GROWTH DRIVERS

IMPACT

Criteria for customised messaging:

Channel Selection

Region

Relevant Audience

Results - 8.5X Increase in orders on festive days

Akshaya Tritiya - Resulted in 8.5x increase in orders

Diwali Dhanteras -

Resulted in 9x increase in orders

Results - Growth throughout the Seasons

Results - Highest Ever MAUs & DAUs during Festive

AT ‘23 Lift

DT ‘22 Lift

Diamond Activation

1X

2X

3X

4X

5X

1X

2X

3X

4X

5X

1. Highest Ever MAUs during Diwali�
2. MAU Baseline Uplift post Festive period�
3. Highest ever DAUs during AT