Kolkata: Mia by Tanishq brought its contemporary fine jewellery experience to different parts of Kolkata through its three-day ‘Mia on Wheels’ campaign, held from October 27 to 29. The initiative saw specially decorated cars featuring diamond-studded designs travel across the city, connecting the jewellery brand with customers at popular neighbourhoods and shopping destinations.
The campaign aimed to take Mia’s contemporary jewellery collections beyond traditional retail spaces and introduce its ‘Precious, Every Day’ philosophy to a wider audience.
The city-wide activation was formally flagged off on October 28 from the brand’s Park Street store by Sah Gaurav Krishna, Regional Business Head, Titan Company Ltd. The campaign also included in-store interactions and customer engagement activities at various locations.
Three Days Across Kolkata
During the three-day campaign, Mia on Wheels covered several prominent areas of Kolkata and its surrounding locations.
On October 27, the cars travelled through Baguiati, City Centre New Town, Madhyamgram, Sodepur and Jessore Road.
The second day included Park Street, Rashbehari, Acropolis Mall, Sector 5 and City Centre Salt Lake. On October 29, the campaign reached BT Road, Garia, Baghajatin, South City Mall and Howrah Avani Mall.
Speaking about the initiative, Sah Gaurav Krishna said Kolkata remains an important market for Mia by Tanishq. He noted that campaigns such as Mia on Wheels help the brand connect with customers beyond its showrooms and introduce its contemporary jewellery collections through more interactive experiences.
Focus on Everyday Jewellery
The campaign highlighted the growing appeal of versatile jewellery that can be worn beyond weddings and special occasions. Through its ‘Precious, Every Day’ philosophy, Mia by Tanishq aims to encourage women to explore jewellery as an expression of their individuality and personal style.
Alongside the campaign, the brand is also offering up to 100% off on making charges on diamond jewellery. The offer is aimed at encouraging customers to explore its collections for everyday wear, gifting and special occasions.
