Tanishq, the premium jewellery brand of Titan Industries, was recently in the news for reflecting a progressive society in its ad based on a second marriage. In another step that moves it closer to the independent and progressive woman, Tanishq's 'Confessions of a Bride' campaign urges brides-to-be to confess their secret wedding wishes.
Since it's a premium brand, is the socio-economic class of the respondent one of the criterion for selection? Deepika Tewari, general manager and head, marketing, Jewellery Division, Titan, says, "It's only about the most charming response or the loveliest dream."
She explains that these days, the world is not about forced connections. "If the brand becomes aspirational and you woo her in the language that she understands, it will make the consumer loyal to the brand. The kind of differentiated jewellery designs that we have is also a reason."
The study that went behind the campaign mentions that the differentiated bride (or the progressive woman) wants a unique wedding and a unique concept. She wants to personalise everything related to her wedding. When the company spoke to this consumer, it realised that to woo her, it had to surprise her beyond her imaginations.
A video circulating on the social networking sites shows how a bride's secret wish of being photographed underwater as bride and groom was converted into reality. The campaign is conceptualised and implemented by Interactive Avenues.
Tewari adds that as per statistics, at any moment in time, about 20-30 thousand brides browse online for suggestions, information and deals.
The company launches regular digital campaigns (about four-five every year) to ensure a live online presence throughout the year. Recently, the jewellery brand launched a campaign called My Expression which received a phenomenal response; the third edition of the campaign was launched recently and promotes the sub brand Mia, which is a range of jewellery for office-going women. Based on the responses of the second edition of My Expression, Mia's latest edition (3.0) was designed.
Why the focus on digital? "The modern Indian woman is mostly online and that is the best way to catch her. Around 3 per cent of the overall marketing budget is on digital but it's more about the innovations done than the kind of money spent," adds Tewari.
The website, tanishqweddings.com, also has interesting bridal apps like wedding planner, gift registry, speak to a stylist and marriage rituals, amongst others, to engage with the consumers.
In an official communiqué, Sandeep Kulhalli, vice-president, retail and marketing, Jewellery Division, Titan, says, "As family jewellers in a progressive society, we understand that every Indian bride-to-be wants to give an individualistic touch to her wedding and is ready to get out of the realms of comfort to fulfil the same. This campaign attempts to live up to the confessions that the bride makes so as to gift wrap a beautiful experience and present it to her that will go down the memory lane."
Kaustav Sengupta, associate professor and research scholar at National Institute of Fashion Technology, Chennai, and Youth Trends Analyst, says, "The logic of being married has not been changed, but the ethos and halos around it has. So, if one commits to marry, it has to be 'different', once in a lifetime. The new age wedding is not only an event organised by the family but the bride and groom. They are involved in every decision their parents take, including themed marriages, and pre and post marriage themed photo shoots."