Tata Group’s premium jewellery brand Tanishq has launched its first international store outside of India in the UAE’s glittering Meena Bazaar district. Team Red Dot, who is appointed as their Media Agency on record, covered the launch campaign for the multinational conglomerate’s jewellery division.
“The opening of Tanishq’s first international boutique was significant as it brings the brand to the discerning UAE consumers for the first time,” says Aseem Bhandari, head – media investments at Team Red Dot. “That’s why it was essential for us to run a multifaceted offline and online campaign that reached international and NRI audiences across the country.”
Team Red Dot conducted a truly integrated campaign that combined radio, SMS, outdoor, and digital geofencing to target the right audience at the perfect opportunity. This resulted in a successful launch along with a busy festive and DSF season.
“The initial response to Tanishq’s launch in Meena Bazaar, Dubai has been extremely positive. Tanishq has always been loved for our differentiated designs, exquisite craftsmanship and unmatched customer service and this has been the driving force behind our success,” says Vandana Bhalla, marketing head of the International Business Division at Titan. “We are delighted to be working with Team Red Dot as our media partner for UAE. From launching the brand to connecting and engaging with customers, Team Red Dot has been a key partner in establishing an offline and digital presence for Tanishq Dubai. The team’s stronghold on media platforms and channels of communication, deep understanding of the market and consumer, and their commitment to go the extra mile has proven integral in reaching out to the customers of UAE. We are happy to be working with them as a partner to take Tanishq to new heights in the region.”
Inaugurated by H.E. Dr. Ahmed Albanna, UAE Ambassador to India, and Dr. Aman Puri, Consul General of India in Dubai, the 2000-square-foot store is a milestone for the company as it brings the iconic Tanishq brand to Dubai.
“Our partnership with Tata Group goes back many years – we launched the prestigious Taj Dubai Downtown for them in 2015, and our relationship has grown from strength to strength since. They are an absolute delight to work with as they employ strategic marketing analytics and measurement on all campaigns, and are future-forward when it comes to experimenting with the latest available ad tech for their digital outreach” says Raksha Khimji, managing director at Team Red Dot.
