Tanishq plans to unleash an advertising campaign to lure customers into buying jewellery during the festive season from October to March. A TV burst is planned from the middle of October leading to Deepavali, Ramzan, the wedding season thereafter, followed by Christmas and Sankaranthi.

The festival promotion will be built around the theme of `revitalising tradition' and will "encourage buying," said Mr V. Govind Raj, Vice-President - Retail and Marketing, Tanishq.

Banking on brisk sales

The company is banking on brisk sales this festival season to achieve its target of 40 per cent growth in turnover this fiscal year. "The festival season usually accounts for one-third of total sales and this year too we expect similar sales," said Mr Raj. (The company finished the last fiscal with a turnover of Rs 760 crore.)

A region-specific press campaign is also planned from September 23, after the Shrardh / Pitru Paksh period (generally considered an inauspicious time by Hindus, especially in northern and western India). That day also marks the beginning of the Dussehra festival, an auspicious time to buy jewellery, said Mr Raj.

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