Kolkata, November 2, 2026: Mia by Tanishq brought a wave of glamour and sparkle to the City of Joy with its exclusive ‘Mia on Wheels’ campaign, a three-day city-wide activation held from October 27 to 29. Featuring diamond-studded cars, the initiative took the brand’s contemporary fine jewellery closer to customers across Kolkata, celebrating individuality, personal style and the philosophy of ‘Precious, Every Day’.
The campaign created engaging opportunities for customers to experience Mia by Tanishq through interactive in-store activities and brand interactions across the city. On October 28, the initiative was flagged off from Mia by Tanishq’s Park Street store by Mr. Sah Gaurav Krishna, Regional Business Head, Titan Company Ltd. The activation subsequently continued its journey across prominent neighbourhoods and shopping destinations, bringing the brand’s signature sparkle to a wider audience.
Over the three-day initiative, Mia on Wheels covered several key locations across Kolkata. The journey began on October 27 across Baguiati, City Centre New Town, Madhyamgram, Sodepur and Jessore Road. On October 28, the activation travelled through Park Street, Rashbehari, Acropolis Mall, Sector 5 and City Centre Salt Lake. The final day, October 29, saw the diamond-studded cars visit BT Road, Garia, Baghajatin, South City Mall and Howrah Avani Mall, ensuring extensive city-wide engagement.
Commenting on the initiative, Mr. Sah Gaurav Krishna, Regional Business Head, Titan Company Ltd., said, “Kolkata is an important market for Mia by Tanishq, and initiatives like Mia on Wheels allow us to engage with customers beyond our stores. Through this activation, we aim to bring our contemporary fine jewellery closer to customers across the city, while creating opportunities for them to experience the brand in a more interactive and engaging way. As we continue to strengthen our presence in the region, our focus remains on offering versatile jewellery that reflects the evolving preferences and personal styles of today’s consumers.”
At its core, Mia on Wheels celebrates the idea that jewellery is not just meant for special occasions but can also be an integral part of everyday life. Through this initiative, Mia by Tanishq reinforced its ‘Precious, Every Day’ philosophy, encouraging women to embrace their individuality, express their personal style and celebrate life’s everyday moments. Adding to the excitement, the brand is offering up to 100% off on making charges on diamond jewellery, inviting customers to explore its contemporary designs for celebrations, gifting and everyday self-expression.
