Advertisements are more than what we merely see on our screens, it takes a robust amount of time, energy and resources to bring it alive. Advertising campaigns not only help brands reach its target audience, but also make consumers aware of the product or services. In fact, it sometimes plays a crucial role in evolving consumer habits, trends and traditions. In our weekly Campaign Decoded series, industry experts highlight the unseen behind a campaign. Shyamala Ramanan, business head, Mia by Tanishq, talks to BrandWagon Online about the conceptualisation, thought and more about the campaign. (Edited Excerpts)
What was the thought behind the campaign?
The campaign ‘For the Star in You’ embodies a profound observation in today’s cultural landscape. We have witnessed a paradigm shift where women are increasingly collaborative, uplifting one another and collectively spreading their brilliance to illuminate the world. This insight, coupled with our commitment to empowering confidence, led us to create a campaign featuring our latest universe-themed ‘Starburst’ collection, which celebrates and reinforces this uplifting dynamic. It’s a reminder to everyone that they possess an inner radiance akin to the stars in the universe, capable of lighting up the world.
Which agency has conceptualised the ad and what made you choose them?
We have huddled together with Famous Innovations over the last few years to discuss consumer insights, business objectives and how best we can translate the learnings to a beautiful campaign and that’s how ‘For the star in you’ was conceptualised. Famous is renowned for their ability to craft narratives that resonate deeply with the audience and their proficiency in storytelling aligned perfectly with our vision, making them the go-to choice for this campaign.
How do you intend to influence consumers with this campaign?
This campaign leverages digital platforms to reach our audience where they naturally engage. We are utilising the powerful symbolism of celestial elements to inspire a deep sense of inner strength and belief. Moreover, we are spotlighting the shift towards collaboration and encouragement among women, showcasing how they amplify each other’s brilliance. By presenting real-life situations, such as the interaction between Rakul Preet Singh and a young lady, we are demonstrating how Mia’s jewellery catalyses transformative confidence. Through these narratives, we aim to empower consumers to recognise their own brilliance and express themselves with confidence.
What was the budget for this campaign?
While I am unable to disclose specific financial details, I can affirm that the budget allocated for this campaign aligns with our strategic objectives and reflects our commitment to delivering a compelling message to our audience through every relevant medium possible.
Which are the mediums you will advertise on and why?
While we primarily operate as a digital-first brand in our marketing endeavours, the festive season holds exceptional significance for us. Therefore, for this campaign, we have adopted a multi-channel approach. We are activating the campaign across digital platforms, social media, print, offline channels and regional advertising. This comprehensive strategy allows us to engage with our diverse audience in spaces they frequent.
We are leveraging the expansive reach of digital and social media channels, which align with our digital-first approach. Additionally, our out-of-home advertising and store level activations and contests reinforces our brand’s visibility. This balanced approach allows us to connect with consumers on multiple levels, ensuring our message of empowerment, self-confidence and the boundless potential within, resonates across various touch points during this crucial festive period.