‘Try and See’: Tanishq’s Latest Marketing Innovation

Tanishq’s latest marketing innovation uses the cover of the October issue of Femina, one of India’s most popular women’s magazines, to promote its Aleya collection.

The cover features an oval-shaped mirror with a photo of a necklace from the collection across it. When looking at the cover, readers will see their reflection wearing the necklace.

“The innovation puts every woman on the cover of the magazine - she can ‘see’ herself looking like a cover girl, wearing gorgeous Tanishq jewelry,” Alpana Parida, head of marketing and merchandising at Tanishq, said.

This latest marketing effort by Tanishq, already known for its strong and creative advertising, was applauded by media and advertising analysts across the subcontinent.

Parida noted that this strategy cuts through the advertising clutter during the peak Diwali season while simultaneously getting women to ‘try’ on the jewelry and see how they look. She expects this not just to create awareness, but also to propel sales.