By Saumya Tewari
Mint, New Delhi
WWR Article Summary (tl;dr) A new campaign in India is targeting working women. As the campaign progresses the women are shown juggling work and home life while adorning themselves with the brand’s work-wear jewelry.
Mia, the work-wear jewelry brand by Titan Co. Ltd owned Tanishq, is wooing young women to adopt fine jewelry 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 jewelry. 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 that, “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 numbers of women are so successful at work today. Hence, we decided to bring forward that women care about bringing their best to work. It is a great attitude for the brand to own.”
Launched in 2011, Mia offers fine range diamond jewelry 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 coming to work are gender neutral, caring less about 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 Jewelry Division.
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 jewelry 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 jewelry category had emerged in the last five years. As consumers are evolving, jewelry brands are realizing that this is an untapped segment which can help capture young consumers.
“There were not many jewelry options for working women with precious jewelry being too dressy for work and is associated with investment and meant to be worn on special occasions. Women also refrained from wearing such jewelry because of the safety issue. But of late, organized players realized the need gap and launched contemporary designs categorized as work wear jewelry,” she explained.