Tanishq Mia urges young women to stay ‘as beautiful as their work’

Jewellery brand Tanishq has released an ad film to promote its Mia 3.0 range of jewellery that targets young working women. The film created by Lowe Lintas and Partners went on air on 10 July.

A young architect Megha is shown working on a presentation on her computer when her lady boss walks up to her. She acknowledges Megha’s working late the previous night, looks at her work, and seems impressed with it. Before they head into a meeting to show Megha’s work, the boss suggests that Megha remove her earrings, so as to not distract the client from the presentation. Seemingly upset and deep in thought, Megha is shown starting to remove them. She then walks into the meeting a little after her boss - with her earnings on. She reassures her concerned boss, saying, ‘Don’t worry. The presentation looks even better than me’. Megha proceeds with the presentation, as her impressed boss looks on approvingly. The voice over says, ‘As beautiful as your work’. The film ends with the visuals of the jewellery as super reads 'Mia by Tanishq. Workwear jewellery from Rs 4,999'.

Deepika S Tewari, head, marketing, Tanishq, said, “Tanishq has redefined the contemporary work wear jewellery category with the launch of Mia 3.0. Targeted at the working woman who believes in herself and wants to look professional, efficient and presentable, and perfect in every way. Mia 3.0 perfectly marries style with passion for work. The TVC focuses on the confidence and talent of the young architect who believes in herself and her work. The brand encourages women to dress up for work, as Mia jewellery works as an enhancing accessory that makes her look ‘as beautiful as her work’.”

On the idea behind the campaign, Pritish Wesley, account director, Lowe Lintas and Partners, said, “A recent research showed that while jewellery is a must at the work place, women believe that the extra attention that comes with jewellery often detracts attention from their performance. They say that at the workplace, if you put effort into looking good, you are immediately categorised as someone who gets by on her looks.”

He added, “Our task was to break the myth that ‘good looks are never accompanied by substance’.  We wanted the Mia TG (working women aged 25 to 35 years) to never think twice before taking some effort to look good at work place, because her work always speaks for itself.”

Credits
Client: Tanishq (Mia)
Creative agency: Lowe Lintas and Partners
Account director: Pritish Wesley