Tanishq inspires million thoughts through ‘My Expression’ competition

20 Jan,2012

By A Correspondent


Tanishq,India’s largest and most preferred jewellery brand, on Thursday announced the launch of its first ever co-creation activity ‘My Expression’. The activity is an open for all contest aimed to identify and reward the best creative minds across the country.


Interested participants are requested to submit an idea for Mia – the new Working Women’s line and the top 10 finalists stand to win Rs1,00,000 each. The selected idea will be used to in the next collection for Mia.


To participate, users should first register by visiting the website www.myexpression.tanishq.co.in, login and then submit ideas. After logging in, users can choose to either enter text, or upload a picture or upload/paste the youtube link of their idea, explaining the concept in detail.


Points will be awarded for originality and innovativeness of the idea, degree of detail in idea submission, the fit with the brand and ease of manufacturability. The deadline to submit idea is February 14, 2012.


Once the ideas are collected, public will vote for their favourite ideas through an online poll system, and the top ideas will make it to the Jury Selection round, at the end of which the top 10 will win the cash prize of Rs1,00,000 each.


A 3-member jury comprising eminent personalities including Revathi Kant, GM – Design, Innovation and Development, Tanishq, Anaita Shroff Adajania, Fashion Director, Vogue India and Shimul Mehta Vyas, Mentor, Textile Apparel and Accessory Design, National Institute of Design (NID) will evaluate designs and ideas to shortlist top 10 winners.


Announcing the launch, Mr Sandeep Kulhalli, Vice President, retail and marketing, Tanishq, said: “My Expression is the first of its kind initiative in the Indian jewellery industry. We are excited about the contest as it is interactive platform to engage with our customers and fans.”


He further added: “Through this engagement, we can also secure useful insights on Tanishq’s jewellery collection, and also find intelligent, creative and smart young designers with great ideas. We look forward to active participation and indulgence from our fans and help make co-creation a success.”


“Tanishq has been one of the early adopters of digital media – Tanishq One, the collection targeted at men, was launched using only digital media, Tanishq Valentine 999 collection, targeted at youth, had digital media as the lead media and now Tanishq My Expression, India’s first co creation activity, is using only digital media,” said Unny Radhakrishnan, National director, Digital, Maxus.


Tanishq, from the Tata Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality. It has built for itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires.


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