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Inventech, a Laqshya Media Group Company, executes an integrated campaign including an exclusive tech-experience zone, 3D illusion social media posts, and 3D DOOH for Tanishq in Chennai

Mumbai, October 19, 2022: This festive season, Tanishq, India’s largest jewellery retail brand from the house of Tata, in association with Inventech, a Laqshya Media Group company, unveiled the first-of-its-kind immersive experience zone at Palladium Mall, Velachery, Chennai. The exclusive experience zone is a unique fusion of technology and tradition where users can don the Chozha collection, inspired by the famous Chozha dynasty of south India. It is aimed to create a highly immersive and personalized 3D experience for the audience with the Chozha collection inspired by the golden age of the Chozha dynasty.

An interactive technology kiosk was created where users selected the intricate jewellery pieces from the Chozha collection, which was presented in 3D, creating a visual delight for the viewers. It includes 3D holographic videos, fingerprint scanners, and intuitive virtual and augmented reality. Furthermore, the customers explored various chapters of the craftsmanship and the process of making the Chozha collection a masterpiece through an interactive Chozha book where hand gesture sensors control the digital projection book. An intuitive augmented reality Chozha mirror has also been created where users are invited to be a part of the Golden Age of Chola, wear different pieces of the Chozha collection, and celebrate their legacy. In addition, this customized experience video for every user with different jewelry pieces of their choice is also sent to them for social media amplification.

Ms. Ranjani Krishnaswamy, GM-Marketing, Tanishq, Titan Company Limited, said, “Tanishq has celebrated the cusp of classic and the contemporary, the rootedness of vintage with the flair of the chic. Our Chozha collection is an interpretation of the glorious history into finely crafted jewelry for the modern Indian woman. To truly experience the pride of that era and the intricate craftsmanship which celebrates the art, architecture, and literature of the jewelry, we invite you to an immersive experience where tradition meets technology. You can experience the grandeur of the Chohza dynasty and the deep design stories that have inspired beautiful first-of-its-kind jewelry that is befitting for the Pudhumai Penn of Tamil Nadu.”

Talking about the experience center Mr. Sommnath Sengupta, CEO of Inventech, A Laqshya Media Group company, said, “To mesmerize the audience with the latest Tanishq Chozha collection inspired by the golden age of the Chozha dynasty, we created a customized immersive experience center at Palladium Mall, Velachery, Chennai. The commuters engrossed themselves in immersive content and technology in the entry as they stepped inside the zone. To showcase the jewellery and its various inspirations from the dynasty, an interactive technology kiosk is created where users can select the Chozha collection and experience the inspiration in a visual delight of the Jewellery pieces in a 3D immersive way.”

He added, “The collection is created with meticulous detailing and craftsmanship. Hand gesture sensors are also used to control an interactive digital projection book. As a result, commuters can explore different chapters of the craftsmanship behind Chozha’s masterpiece collection.”

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About Tanishq

Tanishq, India’s most-loved jewellery brand from the TATA Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality for over two decades. It has built for itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires. The Tanishq retail chain currently spreads across 400+ exclusive boutiques in more than 220 cities.


About Inventech: 

Inventech, the newest division of the Laqshaya Media Group, is India’s first self-reliant tech and content production company. Tanishq, an Indian jewelry brand of the Tata Group, commissioned Inventech to produce India’s first interactive anamorphic installation recently. It creates interactive experiences for events, exhibitions, experience centers, and museums on different platforms, from Phygital, Web, Mobile, and IOT to mass content productions & customized tech innovations. 


Inventech is not only into immersive technologies such as Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), Projection Mapping, Gestural Interfaces, 3D Motion Tracking, Crowd Games, and Robotics, but its core competence lies in partnering with the clients & agencies to create customized tech innovation and content. It works across different sectors, clients, media agencies, creative agencies, and digital agencies at various intersections of creativity and technology.


Established in 1997, Laqshya Media Group is one of India’s largest comprehensive marketing communications groups, functioning primarily in the outdoor, events, digital, and PR ecosystem. The enterprise is identified by its unparalleled contribution to the ‘Out of Home’ advertising space. For around two and a half decades, the company has been offering highly diversified and innovative media solutions to the who’s in the market. Its clients include Diageo, Nissan, Jeep, Daikin, BharatPe, Tanishq, Zee TV, Vivo, etc. 

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