~Mia by Tanishq, a brand focusing on fashionable fine jewellery for women, has paved way for another brand campaign – #MeInAction – that commends the attitude of the modern Indian woman~

The new campaign #MeInAction applauds the women of today for being dynamic, confident and absolutely unapologetic. Bold and beautiful is the closest term one can imagine describing the woman of today. She is constantly on the move and utterly versatile in her approach to life, whether at home, at work, or at social gatherings. Not to mention, she does this with immeasurable élan and panache. Women today are channelling their inner diva, constantly experimenting with fashion and Mia is here to support them as their jewellery partner of choice.

Offering trendy and chic fine fashion jewellery, Mia by Tanishq compliments their unique personas with intricate pieces that go beautifully with their achievements and aspirations. The campaign celebrates the homemaker, the traveller, the lover, the fighter, the ruthless, the shy, the humble, the bold and the free-spirited – a woman in action – and that’s exactly what Mia by Tanishq is here to celebrate.

Speaking about the campaign, Sandeep Kulhalli, Senior Vice President, Retail and Marketing, Tanishq stated, "Mia by Tanishq has always offered the very best of fashion fine jewellery for women, and has always complimented her as she carries herself in total confidence. With the #MeInAction campaign, we aim to celebrate the crusader in a woman, at every step of her life, with complete style and elegance, and combined with her unstoppable actions; she is a force to be reckoned with. Everyone's eyes are on her as she captures the world entirely.”

Arun Iyer , Chairman,Lowe Lintas said “Women today are achieving whatever they set their minds to. They are unhinged and fearless in their approach. But instead of putting their accomplishments on a pedestal, we wanted to show the work they put into it. Our desire was to bring to life the fact that whatever women do, they do it in their own unique way. Their strengths and personalities are what they bring to the table. To sum it all up, all we wanted to highlight women in action. That’s where the idea of “Me In Action” came from”.

Hari Krishnan, President, Lowe Lintas shared his opinion: “Every day, women from different walks of life, bring a little bit of their magic into whatever they do. That bit of magic is what sometimes makes all the difference. ‘Me in Action’ is a celebration of this spirit”.

The campaign film can be viewed at : https://www.youtube.com/watch?v=nb3FYjKUXqY