Mia by Tanishq has launched ‘Bling on Wheels’, a city-wide outdoor activation in Delhi NCR to amplify its ongoing Big Bling Fest campaign. Executed in partnership with Platinum Outdoor, the initiative transforms traditional outdoor advertising into an immersive brand experience, taking the celebration beyond retail stores and directly to consumers.
As part of the campaign, three specially branded promotional vehicles travelled across key locations, including South Delhi, Gurugram, Noida, and North and West Delhi over three days. The mobile activation, described as India’s first studded promotional car campaign, was designed to boost visibility and create memorable interactions with shoppers across the region.
Running from July 16 to August 2, the Big Bling Fest offers customers up to 100% off on making charges for diamond jewellery and up to 30% off on silver jewellery, with gifting options starting at ₹4,999.
To encourage participation, the campaign featured interactive activities such as ‘Spot the Bling Car & Win’, ‘Bling-O-Lingo’, and ‘Questions on Blingini’, supported by influencer-led digital content that extended the experience across social media.
Commenting on the initiative, Ajay Maurya, Head of Marketing and Category at Mia by Tanishq, said the campaign was created to bring the excitement of the Big Bling Fest closer to consumers and build meaningful engagement beyond stores. He added that Delhi NCR provided the ideal setting for the activation, with strong customer participation throughout the campaign.
Dipankar Sanyal, CEO of Platinum Outdoor, said the collaboration showcases how outdoor advertising can evolve into an engaging, shareable experience by combining creativity, mobility and consumer interaction to drive stronger brand recall.
