New Delhi: Mia, the work-wear jewellery brand by Titan Co. Ltd owned Tanishq, is wooing young women to adopt fine jewellery as a workplace accessory in its latest digital campaign. The brand is also trying to come out of its parent’s shadow and establish an individual identity.
In line with its objective, Mia has rolled out a digital campaign titled ‘Best at Work’ which breaks through the clutter of women empowerment campaigns and celebrates the spirit of confident women.
The film, made by advertising agency Lowe Lintas, showcases instances from the workplaces and homes of six women with a background narrative by social activist, actor and director Nandita Das. These women vary in their age, backgrounds, professions and personalities, but yet face similar prejudices at work. As the campaign progresses these women are shown juggling work and home life while adorning themselves with the brand’s work-wear jewellery. The ad portrays how none of the small-talk towards them seems to unsettle them because all they care about is bringing their best to work.
Arun Iyer, chief creative officer, Lowe Lintas said, “Women are conscious about looking good at work because it often gets misconstrued as various prejudices come into play. Also, the fact of the matter being how increasing number of work are so successful at work today. Hence, we decided to bring forward that all women care about is getting their best to work and not caring about anything else. It is a great attitude for the brand to own.”
Launched in 2011, Mia offers fine range diamond jewellery in 14 carat gold includes earrings, rings, bangles, pendants and bracelets.
Five years back, the company’s internal consumer research highlighted that women were following the masculine dress code to work (wearing trousers and pant suits). They refrained from trying out feminine silhouette or prints as they did not wish to stand out. Dressing up was also judged as a sign of not being serious about one’s work.
“It has changed. Women are coming to work are gender neutral, caring least about the perceptions. Since their work defines them and they spend a large amount of time there they are very comfortable as themselves at work,” said Deepika Tewari, general manager—marketing, Titan Jewellery Division, Titan.
The brand which targets first jobbers to 35-year-old working women focuses on the top eight cities as its key markets, lead by cities such as Mumbai, Delhi, Pune and Ahmedabad. It is pumping Rs.6-7 crore of advertising money to create affinity and awareness towards fine work wear jewellery in India.
To aid the category growth, Mia also partnered with Flipkart owned e-tailing firm, Myntra in May to be present on the e-commerce platform where most of the digital natives are shopping today. The brand is also available on Titan e-commerce website Titan.co.in.
Mia, which launches two to three collections every year, retails through 10 standalone stores across the country. It is also available in most Tanishq stores, select Shoppers Stop and Central outlets across the country. The company claims that Mia is a Rs.100 crore brand growing at a compound annual growth rate of 11%.
Pragya Singh, vice-president of retail and consumer products at retail consultancy Technopak, said that the work-wear fine jewellery category had emerged in the last five years. As consumers are evolving, jewellery brands are realizing that this is an untapped segment which can help capture young consumers.
“There were not many jewellery options for working women with precious jewellery being too dressy for work and is associated with investment and meant to be worn on special occasions. Women also refrained from wearing such jewellery because of the safety issue. But of late, organized players realized the need gap and launched contemporary range categorized as work wear jewellery,” she explained.