Categories Name : South Awards For Special Marketing
Sub-Category : Occasion/ Festive Based or Seasonal Marketing - Retail
Entry Name (Campaign) : Tanishq Presents Kakatiya
Tanishq, India’s largest jewellery retail brand from Tata, is renowned for its exquisite craftsmanship and innovative designs. Despite a strong national presence, Tanishq faced challenges in Andhra Pradesh and Telangana which lacked a dominant and heritage jewellery player, struggling to build cultural relevance in a fragmented market with intense competition from small to medium-sized players. In a strategic move to solidify its regional presence, Tanishq launched its 'Kakatiya' collection, the first dedicated line for Andhra Pradesh and Telangana. Unveiled during Diwali, this collection is designed to appeal to the modern Telugu woman, featuring South Indian actress Nayanthara as the campaign's face. The 'Kakatiya' collection merges tradition with modernity, drawing inspiration from the region's rich historical and cultural legacies targeting contemporary consumer. The collection celebrates the legacy of the Kakatiya dynasty through meticulously handcrafted pieces. It pays homage to the architectural marvels of the era, such as Warangal Fort and Ramappa Temple, with designs inspired by Kakatiya coins, Warangal ruins, and the grandeur of Kirtimukha. The 22kt gold necklaces feature designs influenced by the Rudreswara Temple stepwell and mythical Yali, embodying ancient dance forms and majestic elephants. The launch event in Hyderabad saw attendance from over 30 media houses, including top mainlines, regional publications, electronic media, and online platforms. Through the 'Kakatiya' collection, Tanishq reaffirmed its commitment to regional specificity and India's artisanal heritage. By aligning the collection with local sentiments and historical pride, Tanishq established a deeper, more meaningful relationship with the women of Andhra Pradesh and Telangana.