From neighbourhoods buzzing with festive energy to some of the city’s favourite shopping destinations, Mia by Tanishq brought its signature sparkle to the City of Joy with ‘Mia on Wheels’, a three-day activation held from October 27 to 29. Featuring diamond-studded cars, the initiative took Mia’s Precious, Every Day philosophy across the city, creating opportunities for customers to engage with the brand, explore its contemporary fine jewellery and celebrate their individual style.
The activation brought Mia closer to customers through a series of in-store experiences and interactions across Kolkata. On October 28, the journey was flagged off from Mia by Tanishq’s Park Street store by Mr. Sah Gaurav Krishna, Regional Business Head, Titan Company Ltd, setting the stage for two more days of city-wide engagement. At every stop, the initiative created opportunities for customers to connect with Mia in a lively, interactive setting.
Commenting on the initiative, Mr. Sah Gaurav Krishna, Regional Business Head, Titan Company Ltd, said, “Kolkata is an important market for Mia by Tanishq, and initiatives like Mia on Wheels allow us to engage with customers beyond our stores. Through this activation, we aim to bring our contemporary fine jewellery closer to customers across the city, while creating opportunities for them to experience the brand in a more interactive and engaging way. As we continue to strengthen our presence in the region, our focus remains on offering versatile jewellery that reflects the evolving preferences and personal styles of today’s consumers.”
Over three days, Mia on Wheels travelled across a diverse mix of neighbourhoods and retail destinations. The journey began on October 27 across Baguiati, City Centre New Town, Madhyamgram, Sodepur and Jessore Road. On October 28, the activation moved through Park Street, Rashbehari, Acropolis Mall, Sector 5 and City Centre Salt Lake. The final day saw the cars visit BT Road, Garia, Baghajatin, South City Mall and Howrah Avani Mall, bringing the experience to customers across Kolkata.
At its heart, Mia on Wheels celebrates the idea that jewellery need not be reserved for special occasions. Through this city-wide initiative, Mia by Tanishq brought its Precious, Every Day philosophy into everyday spaces, encouraging women to embrace their individuality, express their personal style and find their own reasons to celebrate.
Adding to the celebrations, Mia by Tanishq is offering up to 100% off on making charges on diamond jewellery, encouraging customers to explore contemporary jewellery designs for occasions, gifting and everyday self-expression.
