Tanishq goes the soap way to strengthen foothold in South market

Maxus Bangalore has created an innovative campaign that integrates the jewellery brand with Maa TV using three most popular faces of Telugu television

BestMediaInfo Bureau | Delhi | May 13, 2015

Click on the image to watch the TVC.

A wedding is not only an important milestone in a woman's ever-evolving life, but also one of her most cherished moments. Tanishq has been her most trusted companion during this journey. This year, the jewellery brand is set to capture and widen its fan base. Maxus has joined hands with Tanishq to capture the Southern market as the must-have jewellery brand for weddings through an innovative campaign that integrates the brand with Maa TV.

As part of the integrated brand campaign, Maxus ESP along with Maa TV selected the three most popular faces of Maa TV – Jyoti (Ashta Chamma), Sirisha (Kanchana Ganga) and Meghna (Sasirekha Parinayam). In the TVC, the three ladies adorn the traditional Telugu bridal jewellery by Tanishq. Each jewellery piece is showcased and the craftsmanship is brought out.

Maxus was involved in the entire creative process of casting, scripting and production of the vignette. The vignette was promoted by Tanishq exclusively on digital platforms. The TVC went on air on April 15, 2015. Furthermore, Maxus Bangalore also decided to co-create integrated branded content with Maa TV.

Sanchayeeta Verma

Sanchayeeta Verma, South Head - Maxus India, elaborated, “Tanishq has an extensive range of regional wedding jewellery for all different communities – a little known fact and essential to communicate. The brand TVC does try to address this, but only that much can be said in a single TVC. The Maxus content team created a win-win association with Maa TV's editorial team and created a coup of sorts – getting the channel's most popular faces to create a stunning showcase of the Telugu brides' must-have Telugu jewellery pieces, assuring Andhra/ Telangana women that they will get the most spectacular regional range at Tanishq. The Maa protagonists giving their assurance adds immediate believability and trust, something that would otherwise take long to create.”

Speaking about the initiative, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company, said, “We are delighted to be a part of this one-of-a kind initiative by Maxus in collaboration with Maa TV. Over the years, we have built a very strong bond with the Telugu community and look forward to growing our relationship by continuing to offer best-in-class jewellery. The Telugu wedding collection by Tanishq brings to life the ancient traditions of the Telugu community in true Tanishq form. We understand the importance of jewellery pieces like Vaddanam and Vanki for a Telugu bride, and are proud to showcase our wedding collection spread across traditional gold ornaments to deck the bride in her finest.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Tanishq Jewellery

Media Agency: Maxus, Bangalore

Managing Partner: Sanchayeeta Verma

Creative Team: Maa TV and Maxus ESP

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