In November 2011, Tanishq announced the launch of its first ever co-creation activity ‘My Expression’. The activity was an open-for-all contest aimed to identify and reward the best creative minds across the country. Interested participants were required to submit an idea for Mia – the new Working Women’s line and the top 10 finalists had a chance to win Rs1,00,000 each. The selected idea was used in the next collection for Mia. Points were awarded for originality and innovativeness of the idea, degree of detail in idea submission, the fit with the brand and ease of manufacturability. Once the ideas were collected, public voted for their favourite ideas through an online poll system, and the top ideas made it to the Jury Selection round, at the end of which the top 10 won the cash prize of Rs1,00,000 each. A 3-member jury comprising eminent personalities including Revathi Kant, GM – Design, Innovation and Development, Tanishq, Anaita Shroff Adajania, Fashion Director, Vogue India and Shimul Mehta Vyas, Mentor, Textile Apparel and Accessory Design, National Institute of Design (NID) evaluated the designs and ideas to shortlist top 10 winners. Announcing the launch, Mr. Sandeep Kulhalli, Vice President, retail and marketing, Tanishq, said, “My Expression is the first of its kind initiative in the Indian jewellery industry. We are excited about the contest as it is interactive platform to engage with our customers and fans.” He further added, “Through this engagement, we can also secure useful insights on Tanishq’s jewellery collection, alongside find intelligent, creative and smart young designers with great ideas. We look forward to active participation and indulgence from our fans and help make co-creation a success.”
