Bachchan couple in Tanishq ad

The Big B has been busy tweeting about his and his wife’s engagement with the upcoming campaign

by Tanishq, the premium watch and jewelry brand from the house of Tatas. The new TV commercial is being directed by Prakash Varma of Nirvana Films, the man behind the successful Vodafone Zoozoo campaign.

Meanwhile, Tanishq, the jewelry retail business of the Tata Group, is planning to invest around Rs 150-200 crores in setting up around 15 showrooms in various parts of the country in the next fiscal with at least four of them located in south India. Tanishq has seen a rise in the number of customers from the middle-class as well as high net-worth individuals in recent times, according to C K Venkataraman, COO, Jewelry Division, Titan Industries. Zoya, the premium brand from Tanishq, which retails through two stores, in New Delhi and Mumbai, is refining the marketing strategy for future expansion. Zoya’s sales have grown 50 per cent over the previous year. So far the upper middle-class had made up the bulk of the customers but the profile is changing.

Earlier middle-class customers would not shop at Tanishq because they harbored misconceptions about the price and exchange structures vis-à-vis traditional jewelry stores. But that has been addressed according to the company’s latest focus on a mass audience. Likewise, there has been focus on high-end diamond jewelry which attracted the high net-worth individuals. Diamond jewelry has grown a little ahead of gold in terms of growth rate, at 35 per cent. The trend is pretty much the same for the larger jewelry market as well though the figures are lower.