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<ul><li>In our latest series, we talk to brands about how they have been marketing during these adverse times, the things they have learnt and how they are preparing for the somewhat uncertain future.</li><li><keyword id="9451504" type="PERSON" weightage="20" keywordseo="ranjani-krishnaswamy">Ranjani Krishnaswamy</keyword>, General Manager - Marketing, Jewellery Division, <keyword id="2028078" type="COMPANY" weightage="20" keywordseo="Titan-Company-Limited">Titan Company Limited</keyword> believes that the future of retail and jewellery industry is secure.</li><li>She shared with us a few consumer shopping trends that point towards an optimistic growth pattern, Titan Jewellery’s unlocking plan and larger marketing strategy. </li></ul>One would assume that the pandemic has pushed consumers to prioritise food, home and shelter. However, the kind of response Titan Jewellery has seen from its audience during the lockdown proves that they are becoming more organised and want to be prepared in every field. With the volatility caused by COVID-led lockdown in the share market, consumers are turning to buy and invest in the yellow metal. Audience from metro cities, Tier I and Tier II are open to planning their long-term investments and are buying <keyword id="6379337" type="UNKNOWN" weightage="20" keywordseo="gold-jewellery">gold jewellery</keyword> to secure their future. As a result, Titan Jewellery saw 1 million visitors on its website, hinting that the market is slowly picking up its tide. To meet this demand from consumers, Titan decided to open 90% of its stores in India. The jewellery giant also upped its digital game by introducing video calling features, providing live assistance to consumers, facilitating appointment-based purchases and launching digital campaigns to help its consumers adjust to the new normal and address their queries phygitally. We further caught up with Ranjani Krishnaswamy, General Manager - Marketing, Jewellery Division, <keyword id="1824765" type="COMPANY" weightage="20" keywordseo="Titan-company">Titan Company</keyword> Limited, who is optimistic about retail and jewellery industry’s future, to understand what else the brand has in its stores for the unlocking period, a few lessons the team has learnt during the lockdown and future of retail shopping in India. Excerpts: Q. Tell us a bit about your latest campaign. What is the idea behind it? How difficult was it to execute it considering the restrictions? As a responsible brand, Tanishq believes that every little act of kindness and support is a blessing earned. This campaign brings to life the concept of blessed gold which is fondly called Dua Ka Sona. The thought of crafting a campaign relevant to the current pandemic is based on empathy as an emotion. We are not just in the business of selling jewellery but we believe in valuing the craft and craftsman equally. It’s only when our Karigars thrive, we as a business will be purposeful and wholesome in its true sense. Through this campaign, we have attempted to showcase how our efforts during this pandemic translated into blessings. Dua Ka Sona 2.0 showcases the ethical, responsible and sustainable business practices employed by the brand since its inception. With an honest attempt to give back to the society, the brand has taken sincere and proactive steps to uplift and support the lives of karigars and help them deal with the effects of covid. Understanding and quickly nurturing the needs of the Karigars and community at large, Tanishq walked the complete mile to help more than 20,000 families in every way possible. From supplying essentials and medicines to the elderly, from providing food to over 15000 karigars and migrants to arranging special financial aid, from virtual up-skilling and vocational training to enable karigars to further polish their skill sets and strict adherence to sanitize and follow safety norms is all a part of the deeper Karigar connect program which have been showcased in the campaign. As a part of the Tata group, the very fabric of goodness is ingrained in our ethos. We further extended kindness in more ways by providing essentials, PPE’s and medicines to covid warriors and communities in need, thus helping the entire value chain involved in standing together in these trying times. Given the current restrictions, it was challenging to bring together this campaign in a no travel and no shoot scenario. Having said that, we were able to achieve the right balance of emotions and acts of kindness done in the covid context by borrowing some footage from the earlier campaign. Q. How difficult was the lockdown period for Tanishq? How are your preparations for unlocking going? What are the various precautions you have taken? The lockdown was tough on all businesses but I think staying positive and keeping a focus on the changing times has helped Tanishq stay optimistic and ahead of the curve. We launched e-Akshaya Tritiya during the lockdown and received a great positive response. We had close to 1+ million visitors/browsers on our website, indicating a lot of customer interest. The ticket size online has jumped 2.5 to 3 times than our usual online average ticket size. Today almost 90% of our stores are open and Tanishq customers are at the heart of everything we do. To make jewellery shopping experience seamless for our customers we introduced new digital features like video calling, live assistance and appointment based shopping at our stores and at Tanishq.co.in. Customers have the option of getting the products delivered at their doorstep or they can choose to visit the store by booking an appointment and try out the shortlisted products. We rolled out a ‘Gold Standard’ safety ebook that reiterates company’s commitment to safety and well-being of customers and its employees at the store. It covers all staff and customer touch points, entailing numerous safety measures, including contactless shopping and strict social distancing at all times. Now that stores are open, to disinfect jewellery, Tanishq is using UV Type C Chambers, safe for all metals. Q. What has your marketing strategy been during the lockdown? Did you modify your media mix, with marketing investments getting shifted from one medium to another? The core, or sole, of the brand hasn’t changed. What obviously changed was the medium. With the changing market and consumer behaviour, largely our focus has been on enhancing our digital platforms and taking the Omni channel route for marketing. The whole strategy has been about intensifying and recognising cohorts, and to be able to talk to them through digital, through our loyalty programs, through our stores, and build a more virtual relationship with them. Q. The pandemic and the lockdown has brought with it a lot of learning. What would you say have been your major learnings from this experience so far? The current pandemic and journey that we are going through is teaching us to pause, reflect, connect and move forward with resilience and positivity. But times like these urge us to be more agile, adaptable and turn a crisis into opportunities. Being fitter, faster, and stronger will be the key to managing ourselves, our ecosystem of partners &amp; Karigars &amp; more importantly in our service to our customers. Q. The kind of communications a brand comes up with during a crisis can either help win consumer trust and endear them to the brand or work completely the other way around. How did you ensure during the last months that you stay connected with your consumers? All throughout the lockdown, we were in constant touch with our consumers to check on their well-being through empathy calls and help was mobilized with delivery of essentials and medicines to our elderly customers wherever needed! Empathy was the need of the hour and Tanishq jumped headlong into this battle with the intention of helping out wherever and however India and our extended Tanishq family needed help. A significant part of the consumer journey in jewellery has been digitised like – Video calling, Virtual try on, Live chat on our website and book an appointment. These improved our assortment on lower and middle karatage products available on the website as per consumer demand and left no stone unturned to aid our consumers make their purchases online. Q. We are sure the future of retail and jewellery industry will never be the same. How are you making sure you opt to digital media, online selling policies and physical distancing need to help your consumer? I don’t think the future looks very bleak. Shopping trends and consumer shopping trends point towards an optimistic growth pattern and it’s a positive growth. We have developed our plan based on the vision of “Fitter Faster Stronger”. Fitter means being agile and adapting to the new normal with flexibility. Faster means the speed of execution to adapt to rapidly changing consumer preferences &amp; behaviours. And stronger means to come together to reach out and help each other to build back the value chain for the jewellery industry. Digital media is one of our core platforms for consumer engagement and we have built a virtual relationship with the Tanishq community. Engagement campaigns like real golden moments, Mother's day and Jewellery cleaning posts in the last 2 months were highly engaging and gave us higher than targeted engagement percentages. Tech features like live chats and remote selling through video calls are working well for us. Our store attendants showcase the jewellery by wearing it so customers are sure of how it looks before buying it. Physical distancing has also been enabled at stores where we’ve changed layouts so not more than 1-2 customers are inside the store shopping at any given point. Safety will be key for consumers and as India’s leading only national jeweller we have created safe, tech-supported, and digitized dynamic innovative ways of shopping.

90% of Tanishq stores are now open: Ranjani Krishnaswamy, Titan Company

<ul><li>Tanishq launches a new campaign, 'Little Big Moments.'</li><li>Conceptualised by Lowe Lintas, the campaign reminds you to celebrate small moments that make life beautiful. </li></ul>Tanishq, from <keyword id="6355725" type="ORGANIZATION" weightage="20" keywordseo="tata-group">Tata Group</keyword>, has launched its new TVC campaign, ‘Little Big Moments’, an ode to those moments that need a special everyday celebration. The new TVC campaign brings alive the small moments in our lives which infuse joy and make our days even more special. The Little Big Moments TVC highlights that the happiness doesn’t only come from elaborate celebrations or grand gestures, but it is often hidden in the smallest moments all around us. The 60-second heart-warming digital film conceptualised by Tanishq and Lowe Lintas, celebrates a very special moment between a mother and a daughter by showcasing that life is lived in micro moments and it is all about finding extraordinary in the ordinary. The film beautifully captures moments that can easily be tucked away in our daily lives, and often go unnoticed. But if we took a moment, a little pause to truly cherish them, they could become sparkling gems that shine on as timeless memories. Small joys in life are waiting to be celebrated and Tanishq’s new campaign emphasizes the importance of celebrating these special little big moments. <div type="Youtube" id="VCZ5f_PIxV8" title="Little Big Moments by Tanishq" thumbUrl="https://i.ytimg.com/vi/VCZ5f_PIxV8/mqdefault.jpg"></div> Ranjani Krishnaswamy, GM, Marketing, Tanishq, Titan Company Ltd., said, "They say Life is what happens when you are busy making other plans. And while we keep searching for happiness in the big milestones; in our midst; our everyday lives, there are many micro-moments, tucked away in the corners, waiting to be experienced, lived and to be cherished that fill our lives with immense joy and smiles. Our new campaign is a reflection of these everyday moments and a reminder to everyone to cherish the micro-moments, which often go unnoticed. We have added some of the most unique pieces in our latest collection that truly amplify the joy of these little big moments.” Speaking about the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas said, “In these unprecedented times, we believed that there is an opportunity for Tanishq to inspire people with a simple, but powerful thought - celebrating the little joys of life. Those seemingly obvious everyday moments that are tucked in a loved one’s smile or in an evening, playing board games with your grandparents – The new campaign celebrates a collection that is an ode to these little gems. Agency Credits Client: Ranjani krishnaswamy, GM, Marketing, Tanishq, Titan Company Limited Gaurav Midha, Senior Marketing Manager, Tanishq Avni Mooljee, Marketing Manager, Tanishq Creative Agency: Lowe Lintas Creative : Sagar Kapoor, Arpan Bhattacharyya, Naina Rajpal, Madhuparna Guha, Rexina Devraj, Charan Kumar Account Management: Sonali Khanna, Aditi Rungachary, Tulika Sahu, Pratyaksha Prakash Planning: Kishore Subramanian, Easo John, Namrata Sukumar Production House: Lintas C: EX – Poonam Wahi, Mithun Chakraborty, Shreyan Ghosh, Prajanya Shetty Direction: Prashant Madan

Tanishq's latest ad reminds you to seize small moments and find extraordinary in the ordinary

<ul><li>This <keyword id="6393318" type="General" weightage="20" keywordseo="wedding-season" source="Orion">Wedding Season</keyword>, talk about the marriage: <keyword id="138037" type="General" weightage="100" keywordseo="tanishq" source="Orion">Tanishq</keyword> &amp; <keyword id="2805202" type="General" weightage="20" keywordseo="dentsu-webchutney" source="Orion">Dentsu Webchutney</keyword> begin a new conversation.</li><li>It aims to prompt couples to discuss what matters, before getting married.</li></ul>Amidst all the celebrations and planning around a ‘big, fat Indian wedding’, an aspect that often plays second fiddle is the marriage. It is an obvious but rarely spoken truth. Thus, to try and rescript India’s wedding narrative, Tanishq, in partnership with Dentsu Webchutney, has launched its latest campaign, #MarriageConversations. Conceptualised and executed by Dentsu Webchutney, a dentsuMB company and the digital creative agency from the house of dentsu India, the campaign aims to encourage couples to have conversations about marriage and the life they want to build together, as much as the wedding itself. The film is crafted by <keyword id="2796583" type="General" weightage="20" keywordseo="superfly" source="Orion">Superfly</keyword> Films Pvt. Ltd. <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div> Talking about the campaign, Ranjani Krishnaswamy, General Manager Marketing, Tanishq said, “This wedding season, we want to encourage young couples who are taking the next big step of their lives to pause and talk about the marriage they envision with each other; a conversation where they feel the comfort and honesty with their partners to discuss what truly matters to them. Tanishq wants to celebrate these real conversations that lead up to the moment 'when it rings true' for our couples and etch these moments with our engagement rings.” Binaifer Dulani, Creative Director, Dentsu Webchutney added, “Tanishq is part of every milestone a couple shares together, embellishing a lifetime of memories. And it all begins when the couple decides to make that commitment. We’re proud of the brand for inspiring and encouraging soon-to-be-married couples to get raw and real and build a strong foundation together, as they inevitably set on a rollercoaster of a journey that is life. We hope couples across India will feel empowered to be vulnerable with each other and talk about their future before they take the big step.” Kopal Naithani, Director and Founder, Superfly Films Pvt. Ltd. said, “For me, the best creative work is also deeply personal. This film took me back to the conversation I had with my husband 11 years ago. Our mission at Superfly has always been to use the power of storytelling to build a more progressive society. And we're happy to have had the opportunity to inspire a whole generation of soon-to-be couples across India to talk about their realities beyond the wedding.”

Tanishq aims to encourage couples to have conversations about the marriage and the life they want to build together

<ul><li>The second wave of COVID-19 notwithstanding, <keyword id="6359357" type="COMPANY" weightage="20" keywordseo="titan">Titan</keyword> has managed to navigate through well enough to double its revenue compared to last year.</li><li>However, that alone may not be enough, with investors and analysts alike reacting adversely to the quarterly update.</li><li>That said, Titan has a few silver linings that it can use to stage a rebound.</li></ul>Titan, India’s largest branded jewellery maker, seems to have rebounded going by the company’s quarterly update – its revenue in the June 2021 quarter more than doubled from a year ago. However, when put into context, the low base effect from last year has had a major impact on the Tata group company’s numbers. Investors took the stock lower by nearly 2% in the first two hours of trade on July 7. <div type="image" title="Titan Company 01_04_21 to 07_07_21" msid="84198672" hostid="261" caption="&amp;lt;p&amp;gt;Titan share price&amp;lt;/p&amp;gt;"></div> The jewellery maker had hoped to stage a recovery this year, but the second wave of COVID-19 could play spoilsport. Strict lockdowns last year resulted in temporary store closures across the country, leading to zero revenue in the month of April. This time around, Titan said its stores were closed for more than half of the June 2021 quarter. It was especially worse in May, when its stores were operational for only 10% of the time. In addition to this, Titan noted that the customer outreach initiatives that helped boost its sales last year were not undertaken this time, underlining that the humanitarian impact on customers was more severe during the second wave. In response to the quarterly update, analysts are not too upbeat on the company’s stock. Broking firm CLSA, for instance, downgraded the stock, giving it a ‘sell’ rating and a target price of ₹1,370. Analysts at Morgan Stanley were relatively less critical, maintaining an ‘equal-weight’ rating while downgrading the target price to ₹1,358. <cmsannotation type="cmsannotation" annotationid="Watch and wearables business a silver lining" comment="subhead" text="Watch and wearables business a silver lining">Watch and wearables business a silver lining</cmsannotation> Titan’s watch and wearables business could provide the company with some hope – the segment staged a solid recovery, registering 280% year-on-year growth. However, this business still makes up for a small part of the company’s overall profits, but nonetheless, it’s a silver lining. The sales recovery in June is another positive aspect – Titan noted that over 90% of its stores have reopened and the footfalls are higher than last year. It is worth noting that Titan’s franchises have online stores, too, but it is likely that footfalls in their offline stores play a major role in sales. In its mainstay business, which is jewellery, Titan notes that the mix of buyers has reached pre-pandemic levels, so the next quarter should give us a better idea about the company’s performance. Analysts at Emkay Global Financial Services say that the mandatory hallmarking of gold jewellery, brought into effect in June, will give a further boost to Titan’s franchise when compared to its peers. SEE ALSO: <a href="https://www.businessinsider.in/advertising/brands/article/90-of-tanishq-stores-are-now-open-ranjani-krishnaswamy-titan-company/articleshow/76818087.cms">90% of Tanishq stores are now open: Ranjani Krishnaswamy, Titan Company</a> <a href="https://www.businessinsider.in/business/corporates/news/kalyan-jewellers-will-be-going-up-against-titan-but-remains-sceptical-jewellery-business-can-ever-fully-go-online/articleshow/81478749.cms">Kalyan Jewellers will be going up against Titan but remains sceptical of jewellery sector going fully online</a> <a href="https://www.businessinsider.in/business/corporates/news/titans-sales-to-remain-muted-for-the-next-2-years-as-an-impact-of-coronavirus-lockdown/articleshow/75404925.cms">Without weddings and fewer Indians in a celebratory mood, Titan’s sales to remain muted for the next 2 years</a>

Titan's revenue in June 2021 quarter doubled from a year ago when business was under complete lockdown for most part

<ul><li>The film revolves around a frontline doctor, who is also a mother.</li><li>It is conceptualised by <keyword id="2805202" type="COMPANY" weightage="20" keywordseo="Dentsu-Webchutney">Dentsu Webchutney</keyword>.</li></ul>Tanishq has launched its latest film to celebrate the commitment of the healthcare community, this National Doctor’s Day. The film pays an ode to the Doctors for working tirelessly in the wake of the pandemic, and their families who have supported them through this crisis. Written and conceptualized by Dentsu Webchutney, the film revolves around a frontline doctor, who is also a mother. Through the pandemic, she has been taking care of countless families and attending to the patients tirelessly and dutifully. With mentally and emotionally grueling hours spent at the hospital in hope to save lives often made her stay away from her own. As the film unfolds, viewers see heartwarming mother-daughter relationship take the center stage, and the brand plays a special role in helping the mother express her love to her daughter and further strengthen their bond, even as she continues to fight on the frontlines. With this film, Tanishq pays a heartfelt tribute to the extraordinary strength of doctors and a resounding thanks to the entire medical community fighting for our safety in the time of Covid-19. At the heart of the campaign is Titan’s commitment to the healthcare community. Through Project Rahaat the brand is providing medical equipment and infrastructure to help the healthcare workers fight the pandemic and has supported 13 public spirited hospitals across the country with oxygen and critical hospital infrastructure to battle Covid-19. <div type="Youtube" id="uRF-395kHXg" title="A salute to our Doctors | Tanishq" thumbUrl="https://i.ytimg.com/vi/uRF-395kHXg/mqdefault.jpg"></div> Speaking about the launch of the film, Ranjani Krishnaswamy, General Manager – Marketing, Tanishq, <keyword id="2028078" type="COMPANY" weightage="20" keywordseo="Titan-Company-Limited">Titan Company Limited</keyword> said, “Many of our consumers who come from the medical community have been bravely weathering the storm since last year, helping us feel safe one day at a time. While we wanted to honor their resilient and relentless spirit, we also wanted to pause and applaud the unconditional support offered by their families. It requires immense strength, courage, and selflessness to let your loved ones battle it out every single day for the greater well-being of others in need. This film is our humble salute to all such doctors and their inspiring families.” Spearheading ‘Project Rahat’, Mr. NE Sridhar Head– Corporate Sustainability, Titan Company Limited had a message to the medical community, “Thank you for saving precious lives. While we may not be with you directly, we can only enable you, ease your work in a small way through many interventions in the areas of oxygen availability enhancement, augmenting critical care facilities and infrastructure” Binaifer Dulani, Creative Director, Dentsu Webchutney said, “The narrative spun around the medical community often refers to them as superheroes - but when we do that, we fail to acknowledge that they are also human. Through this pandemic they have constantly had to put us and our families ahead of their own, and that is an emotionally draining decision to make. This film tries to show a real relationship between a mother who is a doctor-frontliner and her daughter, and through it helps us all empathize with the medical community.” The film was shot with a small crew, adhering to all safety guidelines. Credits: Agency: Dentsu Webchutney Creative: Binaifer Dulani – Creative Director; Zeel Mehta - Copy Supervisor, Misbah Shahana – Group Head Art Account Management: G.D. Prasad – Vice President, Ranajit Gopinath - Account Director, Phani Kumar - Sr. Account Manager Films Team: Mehar Sahib - Sr. Producer Films Production House: Bratman Films Director: Nisrin Aziz Producer: Adil Aziz, Bharat Purohit Tanishq: Gaurav Midha, Tanasha Amlani

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90% of Tanishq stores are now open: Ranjani Krishnaswamy, Titan Company

Karuna Sharma

Tanishq's latest ad reminds you to seize small moments and find extraordinary in the ordinary

BI India Partner

Tanishq aims to encourage couples to have conversations about the marriage and the life they want to build together

BI India Partner

Titan's revenue in June 2021 quarter doubled from a year ago when business was under complete lockdown for most part

Rounak Jain

Tanishq's latest campaign celebrates the commitment of the healthcare community before Doctor's Day

BI India Partner

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