Mia by Tanishq and Zepto Launch Rakhi Campaign
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)” campaign to consumers during Raksha Bandhan. The partnership targets the Mumbai metropolitan area and the Delhi National Capital Region, where select Zepto deliveries will feature Mia‑branded tissue paper printed with the campaign tagline, creating an unexpected Rakhi moment for recipients.
The collaboration also includes a Mia gift voucher in certain orders, encouraging brothers to explore jewellery options as a thoughtful Rakhi present. Additionally, Mia is offering a limited‑time promotion of 100 % off making charges on diamond jewellery for purchases made between 25 August and 30 August, providing an extra incentive for the festive gifting season.
Mia, a sub‑brand of Tanishq, positions itself as a bold, modern jewellery line for young and style‑conscious consumers. The brand operates more than 300 exclusive Mia stores and is present in over 500 Tanishq outlets across 110 Indian cities. Internationally, Mia has launched three stores in the United Arab Emirates, including a flagship outlet at the Burj Uman Centre in Dubai.
Speaking on the partnership, Mr. Ajay Maurya, Head of Marketing and Category for Mia by Tanishq, said: “Rakhi celebrates a relationship that is often expressed without saying much. With ‘Make Your Sister Cry’, we wanted to capture that familiar sibling dynamic with a playful twist, while creating a moment for brothers to say what they may not always put into words. Our collaboration with Zepto brings that sentiment into an everyday moment, when a simple delivery can turn into an unexpected gesture of love.”
Through this initiative, Mia by Tanishq leverages Zepto’s everyday delivery network to embed its festive messaging into routine consumer interactions, aiming to drive both brand awareness and sales of its jewellery collections during the Raksha Bandhan period.