Mia by Tanishq taps Zepto deliveries for Rakshabandhan reach in Mumbai and Delhi NCR
Mia by Tanishq is placing branded tissue paper and gift vouchers in select Zepto orders across Mumbai and Delhi NCR for Rakshabandhan. The jewellery brand is also offering 100% off making charges on diamond jewellery from 25 to 30 August.
What happened
Mia by Tanishq partnered with Zepto for a Rakshabandhan campaign in Mumbai and Delhi NCR, placing branded tissue paper and gift vouchers in select deliveries.
Key facts
- 100% off making charges on diamond jewellery
- 25 to 30 August
- 300+ exclusive Mia stores
- 500+ Tanishq stores
- 110 cities in India
Why this matters
Zepto offers Mia by Tanishq a scalable retail-media and offline conversion partnership model, creating scope for broader festive, city-specific and category-adjacent campaigns if the initial activation proves effective.
What to watch
- Whether Mia or Zepto discloses redemption, footfall, conversion or campaign-extension data after Rakshabandhan.
- Expansion of the activation to Bengaluru, Hyderabad, Pune or other metros, or to Diwali and Valentine’s Day.
- Zepto introducing standardized physical-insert, sampling, voucher or offline-attribution advertising products.
- Other Titan brands or competing jewellery chains using Blinkit, Swiggy Instamart or Zepto for festival acquisition.
- Evidence that quick-commerce platforms begin merchandising curated gifting, fashion accessories or higher-ticket non-grocery categories.
- Changes in making-charge promotions among organized jewellery retailers during the festive period.
- Measure voucher redemption, store footfall, assisted-sales conversion and repeat purchase by Zepto geography, order cohort and gifting occasion.
- Add QR codes or unique offer IDs tied to individual delivery zones to establish closed-loop attribution from insert to store visit and sale.
- Test a stepped offer structure: low-friction gifting vouchers for first purchase, followed by higher-value diamond or gold conversion incentives.
- Extend placements into Zepto’s app, search, push notifications and occasion-led gift bundles rather than relying only on in-bag inserts.
- Prioritize dense catchments near Mia stores and use fulfillment-radius data to identify micro-markets for new store, kiosk or appointment-selling opportunities.
- Create Rakshabandhan-specific affordable jewellery assortments and rapid gift-reservation or store-pickup journeys to reduce the consideration gap.