Tanishq, the jewellery arm of the Tata Group, has launched a promotion drive under the name ‘My Expression’, which invites consumers in a co-creation activity. Participants are invited to submit an idea for Mia – the new Working Women’s line from Tanishq, of which the winner will get to collaborate with designers at Tanishq to design the latest collection. Also, top 10 finalist entries stand to win INR 1,00,000 each.

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”.

The activity is an open for all contest. To participate, users are required to register on www.myexpression.tanishq.co.in, and submit ideas, either as text, or as a picture or upload/paste the youtube link of their idea. The ideas will be selected basis originality, innovativeness, degree of detail and ease of manufacturability. Initially, the ideas will be voted by the public through an online vote, from which the top ideas will contend in the Jury Selection. The Jury which includes - 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), will announce the top 10 finalists. Deadline to submit ideas is February 14, 2012.