Mia by Tanishq, Lakmē Partner to Blend Jewellery and Beauty in New Campaign
Mia by Tanishq and Lakmē have partnered to launch a campaign celebrating everyday style, combining jewellery and beauty through influencer-led content and seasonal activations.
SociapaHQ
Mia by Tanishq and Lakmē have announced a collaboration that brings together jewellery and beauty and a campaign on everyday style and self-expression.
The collaboration is focused on Mia’s Sunkissed Collection and Lakmé’s 9to5 Hya Beach Edit, and both brands are working together to showcase how consumers today are adding beauty and jewellery to their everyday routines, rather than saving them for special occasions.
The partnership begins with a “summer styling stack” influencer campaign with creators from the fashion, beauty, travel and lifestyle categories. The campaign utilises a variety of digital content to demonstrate how a sun-kissed makeup look and minimalist jewellery can be combined for everyday wear- from running errands in the morning, to work, and social occasions.
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Everyday Style:
The collaboration is fuelled by evolving consumer behaviour, with younger Indian shoppers increasingly seeing beauty products and jewellery as expressions of personal style, confidence and identity, rather than buys driven by occasion, brands claim.
Commenting on the partnership, Shyamala Ramanan, Business Head, Mia by Tanishq, said, “At Mia by Tanishq, we have always believed that jewellery is not an embellishment for special days; it is an extension of who you are, every day. Partnering with Lakmē, a brand that holds the same philosophy at the heart of beauty, feels completely natural.”
“Together, we want to own the everyday moment where a sunkissed glow and effortless jewellery meet, and inspire Indian women to show up for themselves, not just for occasions,” she added.
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For the modern woman style is not a calendar event it is a daily reality. Ashwini Rao, Vice President, Lakmē “We wanted to give you that perfect, skin-hydrating, sunkissed glow that can take on the daily grind with the Lakmē 9to5 Hya Beach Edit.”
“Partnering with Mia by Tanishq allows us to take that aesthetic a step further, showcasing how our high performance beauty range and their effortless jewellery come together to elevate everyday styling and sun ready confidence,” she added.
“The collaboration will continue beyond the launch through a series of campaigns, festive activations and seasonal collaborations to keep the conversation about everyday beauty, jewellery and self-expression alive all year round, the companies said.
