Text, video, blogs and influencers – Mia goes content way to break the clutter

To break the clutter in its category, Mia, a jewellery brand by Tanishq, is taking the content route aggressively. Though the brand was seen only on Tanishq’s website a few years ago, Mia is now using every digital space to reach its target audience.

Bhavishya Kelappan, Business Head, Mia, said, “We are concentrating a lot on the content space right now because you tend to realise that advertising is not as engaging as content. It is important for our category to undertake this route as there is a lot of clutter in advertising and we don’t want Mia to fall into that.”

Recently, Mia had collaborated with Filter Copy for one of the brand’s video content initiatives called ‘Types of girls in every bridal crew’ and this tie-up helped the brand to increase the popularity of their product range.

“The partnership did very well for the brand. We had a collection called ‘Friends of the Bride’ where we curated jewellery for various occasions like the sangeet, mehendi, bachelorette party, etc. We also created a microsite for the same. It went really well because we received a lot of enquiries on social media for the infinity pendant, which is what the bride gifted all her friends in the video,” said Kelappan.

The Video:

Since the brand targets working women, Mia also collaborated with influencers to showcase their jewellery.

“We recently tied up with four influential bloggers to create the ‘Mia Style Squad.’ This included Saloni, Santoshi, Urmi and Kritika and they used Mia jewellery to come up with four very different style statements, ranging from edgy to classy. These can be used as examples for Mia consumers to wear the jewellery in different ways,” said Kelappan.

Kelappan believes content can overpower a brand's core communication but by making it relevant and engaging audience in a personal way; content can be the way to attract eyeballs for a little longer.

In order to engage with their target audience further, Mia also started sharing small stories on their website called ‘Mia Stories’; this vertical talks all about fashion, work, trends and life. The stories have helped Mia to revamp their website.

"Mia Stories was created to provide useful content to the browsers of our website and to engage with the brand beyond just transactional activities. It is also amplified through promotions on Facebook and Instagram, which act as the ideal tools for maximum reach. We are into making relevant, relatable content for the consumers so the textual space is working out quite well on our website,” said Kelappan.