A 3 day burst campaign on Ahmedabad Times for MIA by Tanishq’s new store launch.

About the Brand

Mia by Tanishq is a modern, trendy fine jewelry brand from Tanishq (a Tata Group company) known for its versatile designs in 14k, 18k, 22k gold, diamonds, and silver, crafted for everyday wear.

Target Audience

The campaign targeted a demographic comprising the urban sec A & B audience, families, working professionals, premium retail shoppers, residents and office-goers around Sindhu Bhavan Road & nearby catchments. Geographically, the focus was kept on individuals residing in Ahmedabad, Gujarat.

Campaign Goals

The core objective of the campaign was: 

1. To announce the new store launch at Sindhubhavan road in Ahmedabad. 
2. To drive awareness and footfalls during the opening phase.
3. To ensure strong brand recall in a short time frame.

Challenges

The challenge was to generate excitement ahead of the opening, capturing the attention of premium retail shoppers, working professionals, and families, and drive footfalls during the launch phase. The campaign also had to ensure that the new store became a prominent talking point among Ahmedabad’s urban audience, translating awareness into store visits and engagement from day one. 

Solutions

1. Excellent Publicity planned a 3-day burst campaign with 2 ads prior to launch to build curiosity and awareness.
2. 1 high-impact ad on the launch day using a combination of half page, full page, and flap formats to dominate visibility.

Results

Achieved high visibility despite limited budget along with strong brand recall due to repeated exposure. Successful store launch awareness across Ahmedabad benefitting the client with maximum value per rupee spent.

Conclusion

The three-day campaign in Ahmedabad quickly made Mia by Tanishq visible and known. Ads sparked interest before the launch, and a strong launch-day presence, along with the use of large print ads, helped to reach as many people as possible, even with a small budget. People remembered the brand because they saw it often. This got people to visit the store early and helped the launch get the most from its spending, strengthening Mia’s image as a brand. If your brand requires print media visibility, get in touch with us.