MIA by TANISHQ vs

KALYAN
AN IMAGE COMPARISION

BY: ADITI, NIKITA, KRITIKA, SHAHBAZ

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ABOUT THE BRANDS

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 TANISHQ ▹ Tanishq is a jewellery brand of India. The brand is
the property of Titan Company, which is back
JEWELLERS by Tata Group and TIDCO.

▹ Tanishq was founded by the end of the 1980s by

the Titan in an attempt to earn its own foreign
exchange, focused largely on exports.

▹ Tanishq's first store opened in 1996. It was the

first jewellery retail brand in India.

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 KALYAN ▹ Kalyan Jewellers is an Indian jewellery store chain
owned by the Kalyan Group.
JEWELLERS
▹ It was founded by T. S. Kalyanaraman, who started
their first jewellery shop in 1993 in Thrissur, Kerala,
with a capital of 7.5 million (US$110,000) and has
since grown to become the largest jewellery store
chain in India.

▹ With approximately 8000 employees, the chain has

100 showrooms across India.

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 2

BRAND
AMBASSADOR(S)

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 BRAND
AMBASSADORS
TANISHQ KALYAN

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 NAYANTHARA & DEEPIKA
PADUKONE AS BRAND
AMBASSADOR

▹ Deepika Padukone is the pan-India

face of Tanishq.
▹ Tanishq recently roped in
Nayanthara as their new brand
ambassador for southern markets as
South is a key market for them.

▹ The two ladies serve as a perfect

personification of Tanishq’s minimal
range for modern women

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 AMITABH BACHCHAN AS
BRAND AMBASSADOR

▹ Signing on Amitabh Bachchan was a

strong step towards the evolution of
Kalyan brand and in line with the
brand philosophy of trust and
credibility

▹ Bachchan being a popular face not

just pan-India but abroad as well,
ensures marketing of the product in
South India as well as amongst NRIs

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 3

MOOD SETUP

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 MOOD SETUP OF TANISHQ

▹ Classy
▹ Minimalistic
▹ Graceful
▹ Professional
▹ Affordable

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 MOOD SETUP OF KALYAN

▹ Elegant
▹ Craftsmanship
▹ Intricate
▹ Traditional
▹ Culturally oriented

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 4

CUSTOMER
SEGMENTATION

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 CUSTOMER SEGMENT OF
TANISHQ

▹ Age – 20s-40s
▹ Gender - female
▹ Education – working
women
▹ Income level – medium
to high
▹ Traits – independent,
confident and self
expressive

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 CUSTOMER SEGMENT OF
KALYAN

▹ Age – late 30s and above

▹ Gender - female
▹ Education – N/A
▹ Income level – upper middle
class to higher class
▹ Traits – deeply rooted in
values, traditions and
craftsmanship

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 CUSTOMER
SEGMENTATION
TANISHQ KALYAN
▹ Age – 20s-40s ▹ Age – late 30s and above
▹ Gender - female ▹ Gender - female
▹ Education – working ▹ Education – N/A
women ▹ Income level – upper
▹ Income level – medium middle class to higher
to high class
▹ Traits – independent, ▹ Traits – deeply rooted in
confident and self values, traditions and
expressive craftsmanship

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PROMOTION
TANISHQ KALYAN
▹ Focuses mainly on ▹ Region centric approach they
independent and have different ambassadors for
different states.
expressive women all over
the nation ▹ They advertise on Television, they
go for the Print medium.
▹ They have strong social
▹ Majority of the brand awareness
media presence as well as
is driven through Outdoor
TV advertisement. advertisements.
▹ Social media presence is
comparatively weaker for Kalyan
Jewellers

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INSTAGRAM
PROMOTION

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INSTAGRAM
PROMOTION

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MIA by TANISHQ Place your screenshot here

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 Place your screenshot here
KALYAN JEWELLERS

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VALUE/BELIEF
PORTRAYAL

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 VALUES OF TANISHQ

▹ Made to mirror the woman

who asserts and
expresses herself in every
sphere of her life, and
looks great while doing so.

▹ For the woman of today

who is always on the
move, Mia- Me In Action.

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 VALUES OF KALYAN
▹ Indian jewellery, its craftsmanship and
variety is an amazing showcase of
India’s heritage, culture and diversity.

▹ With a deep understanding of local

tastes and preferences.

▹ Believes in building trust and

transparency with consumers (honesty
as an Indian virtue)

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 7

REFERENCE
GROUPS

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 REFERENCE GROUPS
DEPICTED BY TANISHQ
▹ There is a depiction of
workplace reference groups
in Tanishq’s ad.

▹ The ad further depicts that

such influences break certain
stereotypes that jewellery
makes one’s getup loud, thus
marketing its line of minimal
jewellery for workwear.

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 REFERENCE GROUPS
DEPICTED BY KALYAN

▹ Kalyan Jewellers play very

well along the tangents of
family as a reference
group.

▹ Many of their ads star real

life husband-wife
(Amitabh-Jaya) and
father-daughter (Amitabh-
Shweta).

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REFERENCE
GROUPS
TANISHQ KALYAN
▹ Peer/workplace ▹ Family as a reference
reference groups group
▹ Depicts minimal ▹ Depicts jewellery that
jewellery for working make heirloom, binds
women family traditions
▹ Breaks stereotype about ▹ Sets its roots deeply in
jewellery being too traditional jewellery for
gawdy for workplace occasions like wedding

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 8
CULTURAL
ASPECT

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 CULTURE DEPICTED BY
TANISHQ
▹ Tanishq depicts the lifestyle of
a 21st century working woman

▹ It adds a subtle feminine grace

to a formal attire

▹ The jewellery line carries the

belief of modifying traditional
jewellery to suit the present
day need.

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 CULTURE DEPICTED BY
KALYAN

▹ Kalyan depicts the traditional

value that a jewellery carries
for a specific culture or
occasion like wedding

▹ They also depict the cultural

symbolism of jewellery being
an expression of intangibles
like love and thus strengthens
relationships in a family

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CULTURE
DEPICTION
TANISHQ
▹ Rooted in the need of
modern day women
▹ Blends feminine grace
from traditional jewellery
with the concept of
minimalism
▹ Uses white gold, pearl,
fine cut diamonds etc.
KALYAN
▹ Rooted in traditional
importance of jewellery
▹ Retains every bit of the
tradition as it holds
importance to different
sub-cultures
▹ Uses gold, polki,
kundan, temple jewellery
etc.
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COMPARISON

MIA BY TANISHQ KALYAN

▹ Traditional craft jewelry
▹ Minimalistic
▹ Bridal wear
▹ Everyday wear
▹ Suited for traditional occasions
▹ Working women ▹ Heirloom jewelry
▹ Believes in expression ▹ Emphasizes on quality and
purity
▹ Relatively affordable
▹ Higher end
▹ White gold, diamonds ▹ Primarily gold, uncut diamonds
and pearl based like polka and kundan.
collection

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