MUMBAI: For Tanishq Mia, the competition is not other jewellery brands but experiences like a girls’ night out or trekking across mountains, brand head Bhavishya Kelappan told Indiantelevision.com on the fourth episode of its podcast ‘Media Minds’.

Kelappan said, “Share of mind and share of wallet is a big battle. This generation doesn’t want to spend on things or acquire assets. They want to spend on experiences.” She stated that competing with these experiences is what Mia is focussing on with its marketing initiatives.

She also highlighted some of the key product and marketing strategies that her brand has been focussing on to ensure that Mia is as loved by the custumers as its parent Tanishq. Stating that material is immaterial for the brand, Kelappan revealed that the brand is working hard on designs that resonate with the woman of today.

The brand which has shifted its focus from just working women to every lady, who is looking for a stylish fashion accessory, is working hard to stay two steps ahead of not the competition but the consumers.

Kelappan shared that the focus for this year is to create awareness and desirability for the brand and all her marketing communication is working around that. From next year onwards, brand advocacy will also be a part of the narrative.

Listen to Bhavisya Kelappan talk more about her marketing strategies, the brand proposition, and the role a good marketing agency plays in establishing a brand on the fresh episode of Media Minds here: