Tanishq's co-creation activity entitled 'My Expression' enters second phase

Company Brief

Bangalore, March 1, 2012

Tanishq, India's largest and most preferred jewellery brand, has announced the beginning of second phase of its co-creation 'My Expression'. After a hugely successful first phase of the contest which ended on February 14, 2012 with over 3200 varied ideas/designs for the next set of designs for Mia – work wear jewellery from Tanishq - the contest now moves into the exciting phase of popular voting. By the end of second phase Tanishq will select top 20 ideas/designs that will be processed further to the third phase of the contest.

In the second phase of 'My Expression', people can vote for their favorite ideas through SMS and online polling system. Each person is entitled to select and vote for 10 best ideas including his/her own idea. These top ideas will make it to the Jury Selection round, at the end of which, the top 10 will win a cash prize of Rs 100,000 each.

A 3-member jury comprising eminent personalities will evaluate designs and ideas to shortlist top 10 winners. Members include Revathi Kant, General Manager – Design, Innovation and Development, Tanishq; Shimul Mehta Vyas, Mentor, Textile Apparel and Accessory Design, National Institute of Design (NID) and Anaita Shroff Adajania.

Announcing the launch, Sandeep Kulhalli, vice president, retail and marketing at Tanishq, said, "My Expression is the first of its kind initiative in the Indian jewellery industry. We are excited about the contest as it is interactive platform to engage with our customers and fans." He further added, "Through this engagement, we can also secure useful insights on Tanishq's jewellery collection, alongside find intelligent, creative and smart young designers with great ideas. We look forward to active participation and indulgence from our fans and help make co-creation a success."

Unny Radhakrishnan, national director - digital at Maxus, said, "Tanishq has been one of the early adopters of digital media. Tanishq One, collection targeted at men, which was launched using only Digital, Tanishq Valentine 999 collection, targeted at youth where digital media was the lead media and now Tanishq My Expression which is India's first co creation activity using only digital. 'My Expression' could open new possibilities like new product ideas, insights about working woman jewellery and would strengthen Tanishq's relationship with their consumers."

For further information, please contact:

Tanishq

Shraboni Banerjee

Mobile: +91-9986997353

E-mail: shraboni.banerjee@edelman.com