MAM
Getting married? Confess your desires
MUMBAI: With the wedding season upon us, jewellers, designers, decorators, planners, videographers and photographers are busy vying for attention (and assignments) from prospective brides and grooms.
In such a scenario, Tanishq, the Tata Group’s jewellery brand, has come up with an innovative digital campaign that may well help it stand head and shoulders above the competition, while putting a smile on the face of the bride-to-be.
Christened ‘Confessions of a Bride’, the month-long campaign is an extension of Tanishq’s recent wedding campaign and seeks to fulfill the innermost desires of every new-age bride; be it an immaculately designed wedding dress or a personalised jewellery set or even a romantic honeymoon in the Swiss Alps.
So if you’re going to be a blushing bride, all you need to do is log onto: http://tanishqweddings.com and make your confession. Rest assured, your secret wish is then Tanishq’s command…
Exults Titan vice president retail and marketing (jewellery division) Sandeep Kulhalli: “As family jewellers in a progressive society, we understand that every Indian bride wants to give an individualistic touch to her wedding and is ready to get out of the realms of comfort to fulfil the same. This campaign attempts to live up to the confessions that the bride makes so as to gift wrap a beautiful experience and present it to her that will go down memory lane.”
On connecting with the audience, says Titan head marketing (jewellery division) Deepika S Tewari: “At Tanishq, digital campaigns have always been a great medium to connect with our customers. With more than 75% of internet users in India falling under the age of 35 – the digital medium is the best mode to reach out to them. In the past, we have had successful digital campaigns like My Expression, Mia on Wheels etc. which were well accepted by the audience. Confessions of a Bride is an attempt to celebrate differentiated weddings of the progressive Indian bride.”
Tanishq is pulling out all stops to promote its new campaign, particularly on digital platforms. The brand is promoting the contest and various features of the website organically on social media platforms supported by paid promotions on facebook to relevant audiences, Google search, Google display network, YouTube and chats with stylists on twitter.
“Bloggers have always been a critical part of Tanishq online campaigns. We reach out to them not only for publicising our digital activities but also take their inputs as they understand the pulse of the tech-savvy audience to refine and streamline our campaigns. For this campaign, we have reached out to bloggers who have been writing on weddings and similar themes to come on board and help us in making this a huge success!” Tewari says.
Tanishq has partnered with Interactive Avenues on the campaign.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
