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Milestone Brandcom creates 'Grand' curtain raiser for Tanishq signature store in Mumbai
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Neha Nagpal   
Wednesday, 18 May 2011 09:00 (IST)
Innovative twin phase campaignMUMBAI: In a bid to unveil its large format jewellery boutique in Mumbai, Tanishq, one of the India’s leading branded jewellery retailers from Tata Group, has launched an outdoor campaign. The 22,000 sq ft boutique, located strategically near Fame Adlabs, Link Road and Andheri (West), was inaugurated by Bollywood megastar Amitabh Bachchan.

To execute the outdoor campaign, the company has vested the outdoor duties with Milestone Teasing to generate curiosity Brandcom. The campaign has been launched in two phases – teaser and reveal.

Then the reveal The teaser phase, which was launched for seven days showcased red coloured curtains placed on billboards conveying about the to be launched store. The outdoor media was deployed at prominent junction roads leading to stores around Juhu and Andheri from all possible arterial roads with the message – ‘Coming soon Mumbai’s largest jewellery destination’.

The power & impact of series visibility In the second phase which was the reveal phase, the agency created a ‘Tanishq Zone’ between Juhu and Andheri. The agency used a series of hoardings over a stretch of 5 km between the two key locations in Mumbai. This phase also showcased innovations on small formats like kiosks. The gold framed customised pole kiosks were also strategically placed around the store. The innovation created in sync with Tanishq’s nature of business  created a ‘wow’ element. This helped in attracting attention of passersby and led them to drop in to the store. The reveal phase started at the launch of the store and will continue for over 45 days.

Niraj BhakareCommenting on the campaign, Niraj Bhakare, regional business manager (west) –Tanishq, Titan Industries Limited, said, “Our store launch outdoor campaign has been very well noticed. The cluster approach to communicate the new store presence has helped catch attention and create interest in visiting the store and the combination of bus shelters and kiosks have created enough buzz and has been widely mentioned by our customers too. We are very happy to be associated with Milestone Brandcom and completely appreciate the efforts put in by them to make a successful store launch."

Continuing through the reveal phase Keeping the high visibility and frequency for the brand, the agency used 150 touch points using mix of outdoor media format like billboards, bus shelters and kiosks.

Nabendu BhattacharyyaSharing the communication goals of the campaign, Nabendu Bhattacharya, founder and MD, Milestone Brandcom, said, “Since it was the largest and most unique Tanishq jewellery store of Mumbai, the client wanted to launch the store with 'big bang'. The idea was to drive brand imagery and premuimness of the brand.

Large formats building impact “The challenge was to drive traffic to the store by positioning the store in the most premium category against competition that is well established within that area. Hence, we adopted the area concentrated approach. We strategically deployed outdoor media at locations which led to the store”, he added.

Pramit MehtaPramit Mehta, founder member and partner, Milestone Brandcom, said, “Having six stores in all the landmark areas of Mumbai, Tanishq has launched the biggest and the most premium store in the history of jewellery business in Andheri West, which would give the opportunity to offer its customers all kinds of jewellery category and style under one roof. Hence, we targeted people residing in the western parts of Mumbai.”

Check out the intricate work on the pole kiosks “We used cluster of media which reinforced the brand and left tremendous impact on the consumers mind. On the day of launch, it generated enormous response from the customers with 700 plus customer walk-ins, out of which 30 percent were conversions to sale”, he added.

Bus shelters building reach For the records, the Tanishq boutique has an exquisite collection of over 20,000 jewellery pieces. The store provides incredible choice, symbolised by the exclusive designing elements and creativity to the discerning customer.

Strategic placement Besides offering the complete range of distinct collections, the store extends Tanishq’s widely acclaimed 'Certification of Authenticity', certifying the purity of gold and the colour, clarity and caratage of each diamond.

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