This report includes all the new advertising and promotional programs launched by Tanishq in the last one year.

1. Properties : Tanishq
Tanishq
A leading retail jewellery brand from the house of the Tata
Group
This report includes all the new advertising and
promotional programs launched by Tanishq in the
last one year.
Submitted to: Submitted by:
Dr. Anil Gupta Priyanka Sharma
Roll no: 38
MBA-102

2. Properties : Tanishq
1. Fashion show organized by Tanishq in Patna to unveil their 'Ganga'
collection, inspired by the Ganges. Brand manager of the company, Sanovar
Manar explained the reason for adopting the theme as Ganga.
News source: Sat, 7 Jul „12, The Indian Express.
2. Aimed at the teenagers in the country, Tanishq has launched a collection of
affordable diamond jewellery with prices starting from Rs 499. Targeting the
working women, the company has launched Mia, a collection with prices starting
from Rs 5,000.
News source: Kochi, DNA
3. Tanishq announces diamond activation offer, consumers no longer have to
wait for a special occasion to buy jewellery.
Giving customers “the freedom of choice along with value”, between July 29 and
August 26, at all Tanishq stores across the country, customers can avail a discount
of up to 20 per cent on all Tanishq diamond jewellery and flat 20 per cent off on
purchase of diamond jewellery worth Rs 2Lakh and above.
News source: Srinagar, July 26 ‟12, GK NEWS NETWORK
4.1st Anniversary Celebrations at TANISHQ Jammu, Invitation to Anuttra
members:
Come be a part of the celebrations: Get a Gold Coin FREE on Every Purchase*
from 28th to 30th (Thursday/Friday & Saturday) June 2012.
At the time of billing please present a copy of this mailer to get a special
Silverware gift from us.
Best Wishes, TEAM TANISHQ, Jammu
Source: mailer
5. Tanishq introduces the Golden Harvest scheme: Buying happiness in
installments. Under the golden harvest scheme; you can buy for more than what
you pay because Tanishq will add a special benefit at the end of the scheme. Under
the scheme, a member is required to pay a monthly installment of a minimum of
Rs.500 or in multiples thereof for 11 months with one installment free at the end of
the scheme period.
News source: Tuesday, Jul 17‟12, 8:42,.By Khushboo Motihar | Place: Mumbai | Agency: DNA
6. Tanishq launches Taj Collection: Tanishq jewellery brand has launched an
exquisite range of jewellery „Taj Collection'. Inspired by the sculptural beauty of
the Taj Mahal in Agra,a total of 110 pieces are available in the collection, all
MBA-102

3. Properties : Tanishq
reminiscent of the Taj Mahal in one way or the other, be it in the curvature, or in
the engravings.
News Source: The Hindu, Andhra Pradesh - Hyderabad
7. ‘Free gold coin offer’ by Tanishq : Tanishq has announced „free gold coin
offer‟ campaign, this novel offer entitles customers to gain a half gram gold coin
free on their purchase of every 15 gms of plain gold jewellery or studded jewellery
worth Rs 15,000 and above.
News Source: July 15, Deccan HERALD, Mangalore.
8. Tanishq launches new range of diamonds: Tanishq has come up with an
„affordable alternative, for common man,priced between Rs 10,000 and Rs 25,000
News Source: Srinagar, Apr 3‟12, GK NEWS NETWORK.
9. Tanishq celebrates 11 yrs in Srinagar launches special offer: Celebrating 11
years of its retail operations in Srinagar, Tanishq announced a special anniversary
offer of a gold coin free on every purchase of 8-gram gold jewellery or Rs 8,000
worth diamond jeweller. The offer is valid from June 18 to 20 in Srinagar.
News Source: Srinagar, June 17, GK NEWS NETWORK.
10. Lowe Lintas launches new TVC for Tanishq: The 75 seconds TVC depicts a
story between a bride-to-be and her friend. During her sangeet it starts raining
thereby potentially ruining the day. Seeing her friend in distress, the lead goes out
of her way and turns this rain spoiled event into a merriment filled rain dance
party. The film ends with the bride and her friend exchanging glances with the
former acknowledging her friend's generous act.
News Source : Mumbai, 3 January 2012 ,8:54 pm, ,Indiantelevision.com's Media, Advertising,
Marketing Watch.
11. Tanishq taps demand with promotions on Akshaya Tritiya:Offers a free
gold coin on every purchase :Akshaya Tritiya is an Indian festival celebrated on
April 24, 2012. The promotion is being activated between 13th April to 24th April
2012 across all Tanishq stores in the country.
12. Tanishq launches its ‘Golden Wedding Offer’: The brand is offering
discounts on diamond and gold jewellery collections. Consumers can avail of a
discount of up to 20 percent on the making a charge of gold jewellery , from June
15 to June 30 „12.
News Source: Jun 16‟12, 12:43 pm, Diamond World news Services.
13. Tanishq launches Rs 999/- worth diamond jewellery collection on the
occasion of Valentine’s Day. All the product pieces of this collection are designed
MBA-102

4. Properties : Tanishq
keeping the valentines theme in mind .Valid from Feb. 12 to Feb. 14.
News Source: Feb 11,2011 ,The Indian Express.
14. Amitabh Bachchan Launches New Tanishq Store: Inauguration of new
Tanishq Jewellery Store in Andheri by its brand ambassador and screen icon
Amitabh Bachchan .
News Source: 28 April‟12, web.
15. Tanishq launches Gold Exchange Offer :Buyers can exchange their gold
jewellery/coins for Tanishq jewellery and have the options of selecting jewellery
from Tanishq‟s latest collections and a wide range of local designs in jewellery.
Buyers also have the opportunity to gain 1 extra karat on buying gold jewellery
and 2 karat extra on buying diamond jewellery. News
Source: Jun 10‟ 2011, 3:56PM, Diamond World News Service.
16. Tanishq launches ‘New Tales of Tradition’ campaign: It highlights the
progressiveness of the Indian woman who is very strongly connected to her roots
and yet knows how to express her individuality. The television commercial
showcases on one of many such instances in the Indian woman‟s life..
News source: Company Release, October 4‟11, NEW DELHI
17. Tanishq Golden Harvest Jewellery Purchase Scheme Lucky Draw held: It
was attended by all the customers who had been invited to be a part of the event.
The prizes which were up for grabs included a Sony LCD TV, Refrigerator,
Microwave, and others electronic appliances.. Tanishq has decided to do another of
these lucky draws in the month of September and increase the number of prizes
and will also be giving out gifts on all Golden Harvest enrolments for the next
three months.
News Source: Friday, 08 06 2012 09:24, GK News Network.
18. Tanishq targets daughters of marriageable age in new campaign
Conceptualized by Lowe Lintas, the TVC breaks out on 8th August, with the
India International Jewellery Week (IIJW), taking place currently. Based on the idea
of “Father not in debt”, the commercial is targeted at young working women
professionals of today, that like to share the burden of their marriage cost along
with their father.The prime objective of the campaign is directed to get more
enrolments into – Golden Harvest scheme GHS scheme of the company.
News Source: Neha Saraiya | Delhi | August 4, 2011
19. Amitabh, Jaya signed by Tanishq as brand ambassadors:The company
recently rolled out its first TVC featuring the couple created by Lowe Lintas.
MBA-102

5. Properties : Tanishq
Sandeep Kulhali, vice president, Tanishq said, “It is indeed an honour for our
brand to associate with Amitabh and Jaya Bachchan,we needed someone who
would reflect the brand‟s stature and standing, someone who would connect with
people across a wide spectrum.
News source: Fri May 06 2011, 17:16 hrs
Events older than one year:
20. Tanishq launches - The smallest Bhagwad Gita:Riding on continuous
product innovation in design Tanishq now launches the smallest Bhagwad Gita!
Worlds Smallest Bhagwad Gita entire 18 chapters of Gita inscribed on a 1cm sq.
24-karat gold Pendant.
News source: Buzz Reporters , Tue 21 Apr, 2009
21. Giving that filmy glint to Tanishq jewellery collection: A range of jewellery
Tanishq-Paheli collection has been introduced, using the film Paheli, lead
characters played by Shah Rukh Khan and Rani Mukherjee as a platform.
Jewellery from this collection is actually worn by Rani Mukherjee in the movie.
Tanishq contest on Star Plus. In this film, the protagonists from various K-series
serials are shown wearing Tanishq jewellery and the voice-over also have
references to the Tanishq brand. The lead female character from the soaps like
Kumkum, Bhabhi and Kasauti Zindagi Kii present it. Viewers could SMS answers
asked through the contest to a number or log onto the Star website to enter the
contest.25 lucky winners will be selected and will be given exclusive Tanishq
jewellery set worth Rs 50,000 each.
Published: Wednesday, Jul 12, 2006, 17:43 IST
MBA-102