Sneha Kanukolanu joins Mia by Tanishq as marketing lead

BENGALURU: Sneha Kanukolanu has traded suits for studs. The marketer, who spent the last year turning The Bear House into one of India’s most talked-about menswear brands, has joined Mia by Tanishq as marketing lead, moving from streetwear-adjacent cool to fine jewellery’s biggest homegrown name.

Her track record explains the hire. As head of marketing at The Bear House, Kanukolanu ran full-funnel brand and growth, delivering a 23 per cent lift in ad recall, 21 per cent rise in awareness and a 43 per cent jump in brand search through The Young Gentlemen campaign. She tripled the brand’s Instagram following from 110,000 to 336,000 in a year, ran over 400 influencer collaborations, and tripled pr value along the way. D2C revenue grew 78 per cent year-on-year under her watch, with over 230,000 customers acquired through combined brand, performance and retention plays.

Then there was the Beer House campaign, arguably her calling card: a cheeky play on a common mispronunciation of the brand’s name, turned into a product-led cultural moment that had people talking, sharing and buying, not just watching. App orders climbed 132 per cent, web traffic 153 per cent, and the brand executed 18 pr-led store launches across India and the UAE on her watch.

Before The Bear House, Kanukolanu ran brand marketing, crm and cx for premium labels including Ralph Lauren, Ted Baker and Fred Perry at Aditya Birla Fashion and Retail, and served as country brand manager at Fossil Group India, overseeing Fossil, Skagen, Emporio Armani and Diesel. Her career began in advertising at Leo Burnett and DDB Mudra, working on brands from Titan Sonata to Google and the Income Tax Department.

She has been candid about what the move means to her. Every project at The Bear House, she said, challenged the team to build things people could genuinely connect with, and she leaves proud of what was built there.

Culture-first marketing built her reputation at a menswear disruptor. Now Mia by Tanishq gets to find out what she does with jewellery.