TANISHQ
Performance Boosting
Digital Marketing | SEM | Social Media
The Brief
The South Indian jewellery market in the Middle East was dominated by Malabar Gold and Kalyan Jewellers, making it challenging for Tanishq to establish brand awareness and compete during the highly competitive festive season.
We were tasked with targeting the South Indian community required precise platform selection and culturally relevant messaging. While building awareness online is crucial, the goal was to drive offline store visits across geographically diverse locations (UAE, Oman,Qatar).
The Solution
- We conducted in-depth analysis to identify and leverage Malayali-skewed platforms (e.g., Asianet, YouTube, Programmatic Ads) to ensure culturally relevant messaging and precise targeting for the South Indian audience.
- We then executed a 360-degree campaign with digital, OOH & radio around Onam, creating urgency and excitement through culturally resonant creatives and messaging.
- We implemented geolocation targeting across UAE, Oman, and Qatar, ensuring that the Onam collection reached potential customers close to Tanishq stores, driving more footfall and conversions.
The Result
- We achieved 19.9M impressions across UAE, Qatar, and Oman, building awareness in a market led by giants such as Malabar and Kalyan Jewelers.
- Asianet News recorded a 1.9% CTR, highlighting the effectiveness of Malayali- focused platforms to engage their community.
- LovinDubai platforms delivered 689K reach with 400K views.
- YouTube generated 348K Views at a 55% VTR, higher than the industry standard of 40%.
- Radio enhanced listener engagement and drove in-store inquiries during the festive
period. - The campaign achieved a remarkable 36% surge in South Indian customers,
significantly enhancing brand awareness and deepening engagement with the
Kerala diaspora generating an ROI of 13 : 1.