Tanishq as a brand has always been part of their customer’s emotional journeys. The brand is a pioneer when it comes to expressing emotions which are not only relatable, but also desirable. Continuing this strong relation with their audience, the brand has initiated a beautiful Diwali led campaign called the #Jewelfie contest.
The brand caught onto a strong insight about how women treasure their jewellery, because each piece of ornament has an adorable story behind it. For some, it’s a necklace gifted to them by their beloved fathers right after their wedding, while for some it’s a pendant their son bought with his first salary. Every piece jewellery has a tale to tell, and this is exactly the conversation that Tanishq is looking to create through the #Jewelfie contest.
The brand is asking users to take a picture of them wearing their favourite jewellery and share the story behind it. Users can post this on either Facebook, Instagram or Twitter with the hashtags #Jewelfie and #Tanishq and participate in the conversation. The most thoughtful and beautiful stories will win prizes each week leading upto Diwali, with a grand prize also up for grabs at the end of the campaign – a Tanishq neckwear set with enamelled detailing from their latest collection For Diwali, Virasat.
We loved the ‘hatke’ approach taken by Tanishq in the lead up to Diwali, as opposed to the usual recycling of content that most other brands opt for. This not only engages the users with the brand, but also allows the brand to closely associate with stories that their customers cherish. Next time you get emotional about that piece of jewellery that means so much to you, maybe, just maybe, you will think about Tanishq as well.