Overview
Mia by Tanishq announced a first‑of‑its‑kind collaboration with quick‑commerce platform Zepto to bring its “Make Your Sister Cry (With Tears of Joy)” Rakhi campaign to consumers in Mumbai, Maharashtra and the Delhi NCR region. The partnership integrates Mia‑branded tissue paper bearing the campaign message into select Zepto deliveries, creating an unexpected Rakhi moment for recipients. In addition, certain Zepto orders contain a Mia gift voucher, encouraging brothers to discover the brand’s jewellery as a thoughtful Rakhi present.
Campaign Details
The initiative leverages Zepto’s everyday delivery network to insert a personal, emotional nudge into a routine transaction, reminding brothers to consider a meaningful gift for their sisters. The campaign’s core message, “Make Your Sister Cry,” is intended to capture the playful sibling dynamic while promoting jewellery as an expression of affection.
Offer
Mia by Tanishq complemented the campaign with a limited‑time promotion: 100 % off making charges on diamond jewellery for purchases made between 25 August and 30 August, providing an additional incentive for brothers to choose a diamond piece for Rakshabandhan.
Executive Quote
Mr. Ajay Maurya, Head of Marketing and Category at Mia by Tanishq, stated that the collaboration aims to bring the sentiment of Rakhi into an everyday moment, noting that “sometimes, the most meaningful gifts begin with something as simple as remembering.”
About Mia by Tanishq
Mia, a brand under the heritage of Tanishq, offers bold, modern, and chic jewellery targeting young and style‑conscious consumers. The brand operates over 300 exclusive stores and is present in more than 500 Tanishq outlets across 110 Indian cities. Internationally, Mia has launched three stores in the UAE, including a location at the Burj Uman Centre in Dubai. Its collections are also available online through its website and major platforms such as Swiggy Instamart, Tata Cliq, Amazon, Myntra, Tata Neu, Flipkart, and Nykaa Fashion.
Release Information
The press release was issued on Saturday, 29 August 2026 at 10:39:37 IST via Business Wire India, with a disclaimer that PTI assumes no editorial responsibility for the content.