Tanishq launches new brand campaign to win back customers

The company has also roped in Bollywood actress Deepika Padukone as brand ambassador

Concerned with decline in jewellery sales during the fourth quarter of last financial year, Bengaluru-based branded jewellery maker Tanishq from the Tata Group, has embarked on a series of new campaigns to win back the customer.

It has also roped in Bollywood actress Deepika Padukone as brand ambassador. A new TV commercial featuring Deepika with her mother is on air from today.

Tanishq has launched a new brand campaign to spread awareness about various parameters of buying jewellery. Through the campaign -- Tanishq Promise -- the company has pledged to keep 10 precious promises that it has made to its consumers. The brand pledges to always ensure every purchase is ethical, whether it is a sale or exchange of a product.

The company has launched a 360 degree advertisement campaign to spread the awareness about the 10 promises it has made. Tanishq is promising the purity guarantee, designs starting at 8 per cent making charges, best exchange value for old gold, diamonds, polki, rubies and emeralds. It is also promising that every piece it sell is brand new, offer complete transparency in billing, safe jewellery purchase scheme and the Tata Trust among others.

The aim of this campaign is to spread awareness about the transparency of Tanishq in the jewellery business and affirm its ethical practices, a top company official said.

"Tanishq promise is a premise to reiterate our commitment to jewellery lovers across the country. While our brand is loved for its impeccable quality, design intricacy, compelling campaigns and superior retail experience for over 19 years now, not many people are aware of a unique facet of the brand. Through Tanishq Promise, we are underlining 10 distinctive features that have set standards and best practices in the Indian jewellery industry," Sandeep Kulhalli, senior vice president, retail and marketing, jewellery division, Titan Company Limited said.

He said from introducing the Karatmeter at every single Tanishq store, which guarantees the most accurate way of measuring the purity of gold, to providing 100 per cent exchange value for diamonds and other precious stones, Tanishq ensures that its customers are never disappointed. The brand propagates ethical practices not only by assuring the customer purity and selling policies, but also fair policies to the karigars who craft the jewellery, Kulhalli said.

?Tanishq understands the precious value of gold in the lives of its customers and charges only for the actual gold weight, after subtracting the stone weight from the total weight of the piece. In addition to this, Tanishq also promises best exchange value for gold. It melts the customer's old gold in front of their eyes and weighs it in their presence. There is complete transparency when it comes to buying and selling of jewellery at Tanishq,? he added.

The new brand campaign, launched in April this year, was aired on most of the news and entertainment channels. It is now restricted to digital platform alone as the company has started airing new TV commercials. Tanishq has roped in Bollywood diva Deepika Padukone and the commercials involving her mother were launched on YouTube on Mothers' Day. It is now extended to other TV channels from today.

Tanishq has also reduced making charges for plain gold jewellery to make Tanishq accessible to a larger customer base.

Tanishq, currently, has 174 stores exclusively for jewellery sales and it plans to add 30 more stores (mostly franchises) in FY16. During FY15, the jewellery segment of Titan grew 9.2 per cent to Rs 9,430 crore. During the fourth quarter ended March 2015, jewellery sales declined 15.3 per cent to Rs 1,827 crore.