Mia by Tanishq names Mithila Palkar as its brand ambassador
Jewellery brand Mia by Tanishq has named Mithila Palkar as its new brand ambassador and launched a new campaign ahead of its festive season to boost sales.
Palkar will feature in a campaign targeted at young millennials and Gen Z, which revolves around the upcoming festive season in India.
Tanishq had recently withdrawn an advert featuring an interfaith baby shower after a vicious backlash on social media by Hindu hardliners who said it glorified "love jihad".
Commenting on her association with the brand, Mithila Palkar, in a statement said: “I am humbled and honored to be the face of Mia. It is so exciting to represent a brand, whose brand identity is so close to your own. A brand that is so relatable to yourself and that just makes it so much easier to represent it. I resonate with that identity and the identity resonates with me, and I am extremely excited about this association.”
Shyamala Ramanan, business head at Mia by Tanishq, added: "As a contemporary fine jewellery brand, we're speaking to the 25-year-old girl, who glides through festivals effortlessly, combining tradition and modernity, and brings her personality to everything she does. All these facets and more come through in the campaign, with Mithila Palkar.”
Along with fine jewellery, Mia by Tanishq also sells diamond and gold jewellery. It currently has 15 stores in major Indian cities and also sells online on various e-commerce platforms.
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