Tanishq is India’s largest and fastest growing jewellery brand under the parent brand of TATA. The Tanishq Business Associate Meet aka BAM is the biggest and most sought after bi-annual occasion for employees, vendors/dealers of trade and associates of the Tanishq fraternity. This year, for the very first time they wished to venture out into the far east whilst elevating experiences and setting business aspirations.
Brief
Approach
Highlights
Far East destination + Knitted concept and communication + Tailor-made experiences + Historic venues + Unique entertainment
Having created a record by executing 10 consecutive editions of BAM and fostering it into the property it currently is, PHASE 1 curated a phenomenal meet for two different groups of stakeholders in the magnificent city of Istanbul. Reeking of luxury and opulence, Turkey, in all its grandeur and historical background served as the perfect backdrop.
Knowing that Tanishq is the jewel of the TATA brand and understanding its personality of being large, proud, opulent and majestic, we created AGE OF TANISHQ – an era which told the story of an Empire whose reign had just begun. Theme based hashtags like #IsTANBam (A word play of ‘It’s Tanishq BAM’ and ‘Istanbul’) and #AOT (Age of Tanishq) were also formed.
Royalty being the flavour of the season, they were hosted at Hilton’s largest property in the continent, welcomed with hot Turkish tea and baklava, travelled on private charted cruise to dine at the opulent Turkish Palace overlooking both Asia and Europe parts of Istanbul, experienced a Turkish festival abuzz with local talent and art forms, and witnessed an auction of the outfits worn by Tanishq’s ambassador; proceeds of which went for a social cause.
A perfect blend of business, culture, travel, and celebration left the guests overwhelmed
Results
40
INCREASE IN THE USAGE OF MOBILE APP
A EUROPEAN DESTINATION FOR THE VERY FIRST TIME
METICULOUS INTERNATIONAL EXECUTION