BANGALORE: The Tata group's Tanishq Jewellery is planning to its showcase its newest product – the world's smallest Bhagwat Gita inscribed on a one square centimeter gold tablet, on radio as well as on DTH platform Tatasky.

We are planning to run a promo audio-visual created by Lowe when a Tatasky subscriber switches on his television set at select timings-like early morning,... revealed a source at Tanishq to www.radioandmusic.com during the launch of the Bhagwat Gita pendant at Bangalore today.

In the case of radio, we are planning to run jingles when many stations across the country run religious music and discourses, during the morning hours,... the source added.

6000 pieces of the smallest Bhagwat Gita gold pendant have been manufactured in the first phase using nanotechnology. These will be sold through 50 select stores and depending upon the response, more pieces would be manufactured and sold over a wider number of stores.

We have not reduced our marketing budgets ,... says Tanishq  vp Sandeep Kulhalli . We have shifted our focus from mass media communications to radio, select print publications, in-shop branding and direct interactions with our customers. We will use mass media communications when we launch new ranges,... added Kulhalli.

Kulhalli also revealed that Tanishq now intends to go in for large jewellery store formats with stores having 10,000-12,000 sq. feet area as opposed to the conventional 2,000-3,000 sq. ft area Tanishq stores  He informed further that four new large format stores in four metros would be launched this fiscal, taking the tally of Tanishq stores to 119 across 75 cities.