Mia by Tanishq, a modern jewelry company, worked with Viral Fission, one of Asia’s most extensive and most exclusive GenZ and tech-enabled platforms, earlier this month. The two companies teamed together using Viral Fission’s insight-led strategy and Mia’s current collection Romani as a springboard.
Jewelry was the subject of a poll performed by a young platform that specializes in giving insights to Gen Zers. The poll results were then utilized to develop campaign ideas for the jewelry company.
Over 42% of Gen Z respondents claimed that wearing jewelry makes them feel more confident, while 25% said their jewelry makes them feel distinctive. Viral Fission used this generational identity to create personality filters that members of the GenZ generation may use. The Mia by Tanishq Instagram page gained a lot of attention because of this filter, which encouraged more people to follow the company on social media.
Other topics from the study, such as what Gen Zers would wear regularly or buy for themselves, were also disclosed. Because of these findings, Viral Fission was able to devise a plan for promoting its clients’ brands. Peer-to-peer WhatsApp discussions and Instagram likes and comments were two ways the ambassadors got their silver jewelry ideas before their peers.
“At Viral Fission, we pride ourselves on fostering meaningful discussions for brands through our insight-backed concepts and activations,” stated Chief Revenue Officer Aditya Anand of the campaign’s performance. It’s encouraging to see manufacturers like MIA by Tanishq working directly with youth groups to modify perceptions about jewelry and take control of the market within this demographic. We want to see more organizations like this one form to help the nation’s young become more self-reliant.
“Being one of the trendiest fine jewelry companies in India, Mia by Tanishq would like to connect with today’s youth,” Divya Patel, Brand Manager of Mia By Tanishq, stated. A fine jewelry brand’s ability to communicate with its customers individually is critical. When students and Viral Fission worked together, Mia’s Romani campaign was a huge success. Such relationships where we may engage directly with the young networks excite us at Mia by Tanishq.”
There were 2.5L impressions PAN India in 5 days of the campaign.
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