Jewellery brand announces creative contest

CHENNAI: Tanishq, one of India’s largest  jewellery brands, recently announced the launch of its first ever co-creation activity ‘My Expression’. The activity is an open-for-all contest aimed to identify and reward the best creative minds across the country. Interested participants can submit an idea for Mia – the new working women’s line.The top 10 finalists will win Rs 1,00,000 each. The selected idea will be used for the next collection for Mia.To participate, users should first register by visiting www.myexpression.tanishq.co.in, then login and submit ideas. After logging in, users can either choose to enter text or upload a picture or upload/paste the youtube link of their idea which explains the concept in detail. Points will be awarded based on originality and innovativeness of the idea, degree of detail in the idea submission, compatibility with the brand-Mia and ease of manufacturability. The deadline to submit the idea is February 14.Once ideas are collected,  through an online poll system, public will vote for their favourite ideas and the top ideas will make it to the jury selection round, after the end of which, the top 10 will win `1,00,000 each.A three-member jury comprising eminent personalities will evaluate designs and ideas to shortlist  the top 10 winners. Members include 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). Announcing the launch, 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 an 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, and alongside find intelligent, creative and smart young designers with great ideas. We look forward to active participation and indulgence from our fans.”