Madison’s youngest entertainment unit, Mates, has conceptualised and executed a tie-up between jewellery brand Tanishq and soon to be released movie Paheli, staring Shah Rukh Khan and Rani Mukherjee.
Darshana Bhalla, CEO, Mates, said, “We have been working almost exclusively for all the films coming from Shah Rukh Khan’s production houses. When we got a brief from them on Paheli, we realised that jewellery will be an integral part of the film. We were aware of Tanishq’s product strategy of going back in time to add newer dimensions to their collection.”
Bhalla added, “Since the film give Tanishq an opportunity to create a special collection inspired by the film which consumers would like to possess and the promotion of the collection would help promote the film.”
Starting from June 5, the joint promotion will entail in-store promotions wherein the film ambience will be created with posters. An autographed letter of Shah Rukh Khan and Rani Mukherjee will be given to each purchaser of the collection.
As part of the promotion campaign, Tanishq will not only promote the film but also the collection inspired from the film. The contribution of the jewellery brand will be acknowledged in the opening credits of the film.
On this association, Ruchira Puri, Marketing Head, Tanishq, said, “Tanishq brings together a unique understanding of Indian tradition and the Indian woman. Paheli offered us a great opportunity to create timeless jewellery for a timeless love story, which brings alive the colours of Rajasthan. It was a challenging project for team Tanishq. It was a pleasure working with Mates and without their support, this endeavour would not have been possible.”
With an objective to give value additions to both the brand and the film, Mates has earlier worked on tie-ups with films like Kya Kool Hai Hum, Krrish, Phir Hera Pheri, among others.