MUMBAI: Tanishq has joined hands with Maxus to capture the Southern market as the must-have jewellery brand for weddings through the agency’s innovative campaign. Tanishq has been integrated with Maa TV.
“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 Telegu brides' must have Telegu jewellery pieces, assuring Andhra/Telengana women that they will get the most spectacular regional range at Tanishq. The Maa protagonist giving their assurance adds immediate believability and trust, something that would otherwise take long to create,” said Maxus India South head Sanchayeeta Verma.
Speaking about the initiative, Titan jewellery division general manager – marketing Deepika Tewari added, “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 Telegu community and look forward to growing our relationship by continuing to offer best-in-class jewellery. The Telegu wedding collection by Tanishq brings to life the ancient traditions of the Telegu community in true Tanishq form. We understand the importance of jewellery pieces like Vaddanam and Vanki for a Telegu bride, and are proud to showcase our wedding collection spread across traditional gold ornaments to deck the bride in her finest.”
The campaign featured various soap actors who are big decision influencers in the Andhra Pradesh and Telangana market. Furthermore Maxus Bangalore also co-created integrated branded content with the Maa TV.
As a part of the integrated brand campaign Maxus ESP along with Maa TV selected the three most popular faces of the channel namely Jyoti (Ashta Chamma), Sirisha (Kanchana Ganga) and Meghna (Sasirekha Parinayam) to create a vignette. Maxus was involved in the entire creative process of casting, scripting and production of the vignette. The vignette will be promoted by Tanishq exclusively on the digital platform.
