Tanishq launches co-creation initiative for Mia

'My Expression' is an open contest that aims to identify and reward the best creative minds across the country.

Tata Group's jewellery brand Tanishq has announced the launch of its first co-creation activity for its consumers. Called 'My Expression', the contest aims to identify and reward the best creative minds across the country.

People can submit their ideas (jewellery designs) for Mia, the brand's new offering, targeted at today's working woman. The winning idea will be included in the next collection of the brand. Winners will also get an opportunity to collaborate with designers at Tanishq to design the latest collection. The top 10 finalists stand to win Rs 1,00,000 each.

Commenting on this initiative, Sandeep Kulhalli, vice-president, retail and marketing, Tanishq, says, "My Expression is a first-of-its-kind initiative in the Indian jewellery industry. It is an interactive platform to engage with our customers." According to Kulhalli, besides helping source new jewellery designs, this engagement will reveal some useful insights on the brand's products.

The digital platform will be used to spearhead this effort. People keen to participate will be required to register by visiting the website, www.myexpression.tanishq.co.in. Participants can share their designs by entering text, uploading a picture or uploading/pasting the YouTube link to their idea. Points will be awarded for originality of the idea, innovativeness, level of detail, degree of fit between the idea and brand Mia, and ease of manufacturability.

After a round of public voting, the best entries will go through to the Jury Selection round. In this round, the top 10 ideas will be given cash prizes. The jury will comprise Revathi Kant, general manager, 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).

Commenting on the use of digital, Unny Radhakrishnan, national director, digital, Maxus (the brand's media agency), says, "Tanishq has been one of the early adopters of digital media. Consider Tanishq One, a collection targeted at men, which was launched using only digital, Tanishq's Valentine 999 collection, targeted at the youth, where digital media was the lead media, and now, Tanishq 'My Expression', which is India's first co-creation activity using only digital."

Radhakrishnan feels that this exercise will help gain insights about 'working woman jewellery', and will strengthen Tanishq's relationship with its consumers.

The deadline to submit ideas is February 14, 2012.