New Delhi, 24th July, 2026: Mia by Tanishq, one of India’s leading contemporary fine jewellery brands, extended its ongoing Big Bling Fest celebration onto the streets of Delhi NCR with a first-of-its-kind experiential OOH activation called Bling on Wheels, conceptualized and executed by Platinum Outdoor, the outdoor specialised unit of Madison World.
The Big Bling Fest, running from 16th July to 2nd August 2026, is Mia by Tanishq’s annual celebration of India’s love for diamond studded jewellery and everyday sparkle. Built around the brand’s latest contemporary collections, the festival offers customers up to 100% off on making charges of diamond jewellery and up to 30% off on silver jewellery, making it the ideal moment to refresh an everyday jewellery wardrobe, mark a special occasion or find the perfect gift, with attractive gifting options starting at ₹4,999.
As an innovative extension of this campaign, the brand set out to bring the festival’s spirit beyond stores and into the everyday lives of its customers. Rather than a conventional static outdoor presence, the idea was to put the brand’s OOH into motion, and so the concept of Bling on Wheels was born.
At the heart of the activation was India’s first physically studded promotional car, the Big Bling Car, which transformed the streets of Delhi NCR into a moving celebration of style, sparkle and consumer engagement. Wrapped in Mia’s signature pink identity and embellished with striking crystal detailing, three branded vehicles travelled across South Delhi, Gurugram, Noida, and North & West Delhi over three days, seamlessly blending outdoor media, experiential marketing and digital engagement.
The activation came alive through a series of interactive, ownable brand experiences designed to spotlight Mia’s studded diamond jewellery. Customers were invited to flag off the convoy and hop aboard the bling cars, while on-ground engagement properties such as the “Spot the Bling Car & Win” contest, Bling-O-Lingo and Questions on Blingini drove participation, conversation and a wave of user-generated content amplified by influencers across the city. In true festival spirit, women across Delhi NCR embraced the blingini within them and became a part of the celebration.
Speaking about the activation, Mr. Ajay Maurya, Head of Marketing and Category, Mia by Tanishq, said: “The Big Bling Fest is our celebration of India’s love for diamond studded jewellery, and we wanted to bring that excitement beyond our stores and into the everyday lives of our customers. Delhi NCR was the perfect city to bring this vision alive. The response to the Bling on Wheels convoy has been incredibly encouraging, with customers embracing the experience, engaging with the brand and becoming part of the celebration. It reflects Mia’s continued focus on creating memorable, contemporary brand experiences that connect with young consumers in meaningful ways.”
Commenting on the execution, Mr. Dipankar Sanyal, CEO, Platinum Outdoor, said: “We believe the most impactful outdoor campaigns are those that create experiences people want to engage with and share. With the Big Bling Car for Mia by Tanishq, our objective was to transform a conventional brand promotion into an immersive city-wide spectacle that seamlessly combined creativity, mobility, technology and consumer participation. We are delighted to partner with Mia by Tanishq in bringing this unique vision to life and delivering an activation that generated strong visibility, conversations and memorable brand interactions.”
Designed for the young and the young at heart, Mia by Tanishq offers modern, everyday, contemporary jewellery styled for every moment and every occasion. The Big Bling Fest is live across Mia’s 300+ stores and online, making the celebration accessible to customers nationwide.
Platinum Outdoor is a part of Madison World, India’s largest homegrown communication agency established in 1988, that operates several brands in OOH including, Activation specialist – Madison Turnt, Rural specialist – Anugrah Madison and Retail Specialist – MRP.
