Alliances
Gen Z’s Attention To Its Romani Collection, Viral Fission Teams Up With Mia By Tanishq
By Priti SinghJun 01, 2022, 17:47 pm
Viral Fission, one of Asia’s largest and highly exclusive GenZ and tech-enabled platforms recently collaborated with Mia by Tanishq. The association’s aimed to use Viral Fission’s insight-led approach to drive conversations and GenZ’s attention towards Mia’s latest collection Romani. The campaign was active for 5 days and garnered a total of 2.5Lac+ impressions PAN India.
As per the survey revealed that over 42% of GenZ respondents that their jewellery makes them feel confident while 25% of the respondents believe that their jewellery makes them feel unique. This sense of persona of the generation was captured by Viral Fission to develop personality filters for the GenZ to interact with. This filter was instrumental in driving the buzz to the Mia by Tanishq Instagram page and further getting the audience to engage with the brand’s social media.
Speaking on the success of this campaign Aditya Anand, Chief Revenue Officer said, “At Viral Fission, we pride ourselves on driving relevant conversations for brands through our insight-backed ideas and activations. Jewellery as a category has low resonance with the youth due to the shift in the larger global tastes and it is refreshing to see that brands like MIA by Tanishq are working closely with youth communities to change this perception and own the youth space. We look forward to more such associations and enable more empowerment of the youth of the nation”
Commenting on the same, Divya Patel, Brand Manager of Mia By Tanishq said, “Being one of the trendiest fine jewellery brands in India, Mia by Tanishq would like to resonate with the youth of today. Personalised communication is very important for any fine jewellery brand. With the great enthusiasm of the students and a strong network of Viral Fission, the Romani campaign worked really well for Mia. We at Mia by Tanishq are looking forward to such associations where we can work closely with the youth networks”
