Smart State India

Tanishq brings its first Augmented Reality experience for their customers


From social media filters, to reshaping the concept of traditional retail, AR is rapidly growing in popularity because it brings elements of the virtual world, into our real world, thus enhancing the things we see, hear, and feel. AR has made retail engagement all the more fascinating and personal, it to be in the middle of a mixed reality spectrum; between the real world and the virtual world.

Tanishq, India’s most trusted jewellery brand has taken one step further to be more accessible to its customers by launching into the Augmented Reality experience at the Bangalore and Delhi airports. For the first time in India, a jewellery brand is doing an Augmented Reality/hybrid reality (combination of physical space Augmented reality) campaign at an airport to engage with audience in a completely new way. Tanishq is leaving no stone unturned to keep their customers happy by adopting more innovative ways to display their product range. With this technological advancement, customers will be spoilt for choice and have the option of ‘Try and Buy’ alongside experiencing new and improved ways that Tanishq is adopting to reach out to its consumers. With this new age tech approach, customers can experience this advanced jewellery buying for a month starting from 6th Feb.

Tanishq is implementing MirrAR, an Augmented Reality software platform in collaboration with StyleDotMe, a startup focussed in innovative application of Augmented Reality (AR) and Artificial Intelligence (AI) for providing the next generation experience to consumers in the Gems and Jewellery industry. Using the platform users can virtually try on jewellery in real time, without actually having to wear them. With ‘The Great Diamond sale,’ the brand is offering its largest ever assortment of diamond jewellery and through AR experience, customers can experience these sets of jewellery pieces instantly and also make bookings for them at the same time. During ‘The Great Diamond sale’, customers can avail up to 20% on all diamond jewellery*.

Sharing her thoughts on the launch of AR experience, Ms. Deepika Tewari, Associate Vice President, Marketing, Jewellery Division at Titan Company Limited said, “Tanishq has always aimed at providing the best for our customers and this fascinating initiative of AR experience is one such approach to achieving that objective. Browsing through multiple jewellery pieces and trying it on virtually with just one click, and placed real-time on the customer at the screen is a definitive way to strengthen the retail connection between the brand and it’s customers; a transformative step to how India will shop and purchase jewellery in the near future.”

Bearing the hallmark of Titan and the assurance of the TATA group, Tanishq has always been at the fore-front of offering the purest jewellery. Tanishq believes in complete transparency and hence in each of their stores a Karameter is installed to make sure their customers got the best exchange price possible for their jewellery. The brand also has a set of guidelines known as the ‘Solitaire Promises’ which they strictly abide by while sourcing diamonds. After undergoing stringent quality checks, only about six in every ten diamonds make it to a Tanishq product. Each of these diamonds has the ideal cut which ensures unmatched brilliance of equal grade and quality. Over the years, Tanishq has garnered millions of loyal customers across the country and hence rightfully stands as the best jewellery brand of India.

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