Gen Z branding

Mia by Tanishq’s Shyamala Ramanan outlines a renewed marketing plan to target Gen Z

Shyamala Ramanan discusses how Mia by Tanishq has evolved to make gold jewellery relevant for modern Indian women. With the recent standardisation of 9-carat gold and a new Gen Z-focused brand ambassador, she shares how Mia is shaping its digital-first campaigns and future roadmap.