Maxus places Tanishq 'stars' in Star Plus' Saath Nibhaana Saathiya

Maxus places Tanishq 'stars' in Star Plus' Saath Nibhaana Saathiya

Author | exchange4media Bangalore Bureau | Friday, Oct 29,2010 8:29 AM

Maxus places Tanishq 'stars' in Star Plus' Saath Nibhaana Saathiya

In keeping with the festive spirit of Diwali, Maxus has partnered with Saath Nibhaana Saathiya on Star Plus to promote its client Tanishq. The integration in the programme features the lead protagonists walking into a Tanishq Store to purchase jewellery and the sales person showcasing the wide range of jewellery available at Tanishq. The long sequence integration then seamlessly blends the current offering of Tanishq’s` Queen of Diamonds’ offer into the storyline of the serial.

According to Sirish Chandrasekhar, Marketing Manager, Tanishq, “The programme integration in Saath Nibhaana Saathiya is aimed at showcasing the wide range of jewellery at Tanishq and communicating the Queen of Diamonds offer details in an effective yet subtle method.”

“The idea was to get the Tanishq mega offer salience and larger than life effect, in the consumer's mind at a high involvement environment thereby complementing the ongoing campaign,” said Laya Menon, Client Leader, Maxus.

The episode will be telecasted on Oct 29, a few days before the high jewellery sales period of Dhanteras. This integration on Star Plus is aimed to give Tanishq the extra edge in reaching out to the festive season jewellery shoppers in the Hindi speaking markets.

Kevin Vaz, President, Ad Sales, Star Network, commented, “Star is committed to providing the most innovative solutions to brands across categories which seamlessly integrates with content and enhances consumer engagement for our clients. Brand solutions are increasingly becoming a powerful communication tool along with the commercial FCT, and one such clutter breaking example is the solution provided to Tanishq.”


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