Rivaah by Tanishq collaborates with Disney+ Hotstar to co-create and host – The Great Indian Bride, an Indian weddings spectacle!
The women of today’s India are confident, strong and independent. They know what they want and are willing to go the distance for it, be it in their careers or personal lives. Yet, they remain rooted in their culture. When it comes to wedding jewellery, they want the best of both worlds, traditional with a touch of modernity, making Rivaah by Tanishq the perfect choice.
Rivaah by Tanishq offers jewellery with modern cuts while keeping traditions at the heart of the craft. Each piece by the brand celebrates the craft’s history, the stories, and the symbolism that makes it all come together.
The brand partnered with Disney+ Hotstar to reach modern Indian brides and become a part of their dreams, desires and wedding plans.
The team at Disney+ Hotstar CreativeWorks strategically came up with The Great Indian Bride, giving Rivaah by Tanishq a platform to celebrate the modern bride of today. The show was conceptualised, co-created and hosted by Disney+ Hotstar.
While narrating powerful, real-life stories of brides-to-be, the show helped the brand build affinity and resonance amongst its core audience of young, affluent, premium and digital-first females between the ages of 24 and 34.
The Strategy & Execution
The Great Indian Bride showcased Rivaah by Tanishq’s traditional yet modern jewellery through emotional storytelling.
To do so effectively, Disney+ Hotstar CreativesWorks selected 5 brides with the most well-resonating stories from different cultures and regions in the country. Their confidence, grace and spirit helped the brand showcase the fascinating details of unique jewellery pieces and their significance in a bridal trousseau.
Disney+ Hotstar Creative Works enabled the brand with a 360-degree, end-to-end execution through an amplification plan that included promotions via various ad formats like Long-form Mid-roll Ads, Autoplay Video Billboards, Static Billboards, and Native Frames.
Surround push via social media posts, PR, and push notifications was also used to amplify The Great Indian Bride.
For content discoverability, Disney+ Hotstar promoted the show through mailer marketing, display ads, and Billboards. The Great Indian Bride also appeared as suggested content for viewers that overlapped with the brand’s core audience.
To maximise visibility, Disney+ Hotstar identified top entertainment properties and targeted viewers via Mid-rolls and Pre-rolls of the show’s promo. It helped Rivaah by Tanishq to further drive awareness and get more viewers for the series.
Client Speak
Impact
Disney+ Hotstar enabled the brand to reach young, digital-first, highly engaged female audiences at scale. The presence of Rivaah by Tanishq’s target audience on the platform and the emotional connect of the series contributed significantly to the success of The Great Indian Bride.
