Tanishq - The Curious Case of Missing Diamonds

Company Brief

Bangalore, September 20, 2011

Tanishq jewellery, from the Tata Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality. It has built for itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires.

Tanishq had launched the True Diamonds campaign featuring Bollywood’s leading couple Amitabh Bachchan and Jaya Bachchan in April 2011. This unique campaign by Tanishq aimed at making consumers aware of the various aspects of diamond quality.

Being the leading jeweler in the country Tanishq embarked on this first ever educational campaign on such a large scale about diamonds in India. Taking the diamond education campaign to the next level Tanishq has launched a new online campaign called - The Curious Case of the Missing Diamonds.This online campaign rests on the microsite- missingdiamonds.tanishq.co.in.

The main objective of this campaign is to take diamond education to the next level at the same time making the process more engaging. Online being the most interactive of the mediums was chosen as the lead medium for this educational campaign.

The microsite enables users to help Amitabh find the missing diamond through an online game. This online game has a series of clues in the form of captivating videos of suspects who would have stolen the diamond.

5 lucky winners who complete the task in the shortest period of time get an opportunity to take part in the on ground chase to hunt down the culprit in Mumbai.

The winner who hunts the thief during the on ground hunt gets the chance to gift the diamond necklace personally to Jaya Bacchaan. The curious case of missing diamonds campaign will be on only till Sep end.

This project was brought to life with a very close collaboration between Tanishq & their agency partners Maxus, Lowe & Interactive Avenues.

According to Sirish Chandrashekha ,Marketing Manager Tanishq “Getting the modern city dweller to learn about diamonds was a challenge. We embarked on this education campaign online through the missing diamonds idea. Interaction, engagement and education were the key words around which this idea is based on. “Parvesh Debuka, Brand Manager Tanishq who spearheaded the entire project says “The curious case of missing diamonds takes consumer engagement and education to a higher plane. This was critical for us while planning the second phase of Tanishq diamond education campaign”

Sairam Ranganathan the digital head at Maxus South says “We wanted to make diamond education more interesting and engaging for the urban upscale audiences through “Maxus creativitis” we arrived at the missing diamonds idea. This is a social design enabled game, we worked with KRDS to create this experience”

For further information, please contact:

Maxus Global

Akash Sachdev

Mobile: +917259176062

Email: Akash.Sachdev@maxusglobal.com