MAM
Bajaj Allianz spends Rs 800 million on marketing
NEW DELHI: Bajaj Allianz is one of the few major advertisers on television which has refrained from using a brand ambassador, because it feels the basic agent should be given importance.
For this reason, it has been using an animated character as an agent for its advertisements instead of a film, TV or sports personality as others have done.
Bajaj Allianz head of marketing and corporate communications Akshay Mehrotra said Bajaj Allianz had 250,000 agents and this ad was to give them importance and make them more friendly and noticeable. He also said using a brand ambassador may deflect attention from the real agents.
Mehrotra told indiantelevision.com that it spends approximately Rs 800 million on its marketing and advertising, which works out to around 0.2 per cent of its total revenue. He said most of this was spent on TV advertising. The online advertising was through online aggregators and Google, he added.
Mehrotra was speaking on the sidelines of a press meet to announce a tie-up with Rubberband Infotainment Ventures and Anupam Kher Company for a quiz programme, ‘Discover India with Anupam Kher’ to be telecast on Star Plus at noon on Sundays from 13 February in eight episodes, starting with quarter finals.
Mehrotra said that there was no plan even at present to take on a brand ambassador, and the tie-up with Kher was only for this programme.
He said that Bajaj Allianz preferred to enter into partnerships rather than sponsorships, and it had earlier produced a 10-episode programme ‘Super Idols’ on IBN 7 on the disabled with Salman Khan.
Brands
Tanishq enters natural gemstone segment with Triptii Dimri campaign
Hues collection debuts ahead of Akshaya Tritiya, spotlighting self-expression
MUMBAI: Tanishq is stepping into the natural gemstone jewellery space with a new campaign featuring actor Triptii Dimri, marking a strategic expansion ahead of Akshaya Tritiya.
The launch introduces the brand’s latest collection, ‘Hues’, a design-led range crafted in 18kt gold and built around 100 percent natural gemstones. The move signals Tanishq’s intent to tap into a fast-growing category driven by consumers seeking authenticity, individuality and expressive styling.
Conceptualised by Lowe Lintas, the campaign film leans into the idea of colour as a form of self-expression. Set in a muted, almost paused world, the narrative comes alive as Dimri selects her jewellery, triggering a burst of colour that transforms her surroundings. The visual metaphor captures how jewellery is evolving from occasion-led adornment to a more personal, mood-driven choice.
The ‘Hues’ collection draws inspiration from the vibrancy of an Indian summer, featuring gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites. With sculptural forms and techniques like cabochon cuts and layering, the designs aim to bring depth, movement and a contemporary aesthetic to fine jewellery.
Titan Company Limited chief marketing officer Pelki Tshering said, “‘Hues’ marks a bold new chapter as we introduce natural gemstone jewellery in India. The collection reflects the evolving Tanishq woman who is expressive and confident, and seeks jewellery that mirrors her individuality.”
Sharing her perspective, Triptii Dimri said, “What I love about this collection is how it celebrates self-expression through colour. It feels less about occasion and more about expressing who you are in the moment.”
Priced from Rs 30,000, the collection is positioned for both everyday wear and special occasions. To coincide with the festive season, the brand is also rolling out promotional offers, including discounts on making charges and gold rate protection schemes.
With Hues, Tanishq is not just adding a new category but also reshaping how jewellery is worn and perceived, placing personal expression and colour firmly at the centre of its design philosophy.
