Madison "Mates" Tanishq with Amol Palekar's 'Paheli'

MUMBAI: Madison Communications youngest entertainment unit Madison Teamworks FP&e (Mates) has chalked out an extensive and intrinsic tie-up between Tanishq and Paheli starring Shahrukh Khan and Rani Mukherjea.

As a part of this tie-up, Tanishq has designed and supplied all the jewelry used in the film.


The film is directed by veteran actor Amol Palekar and is due to release on 24 June. The promotions will go on air from 5 June.

Tanishq will also be launching a special collection of jewelry inspired from the film Paheli in the market, which will be promoted via a campaign wherein footage from the movie will be used.




This joint promotion also envisages:

In-store promotions: the film ambience will be created in the store with posters, etc

Shahrukh Khan and Rani Mukherjea autographed letters will be given out to each purchaser of this collection

Amol Palekar will launch the jewelry in Delhi

The film acknowledges the contribution of Tanishq in the opening credits of the film

The program 'Making of the Film' will have Tanishq marketing head Ruchira Puri speaking about the association.



"We have been working almost exclusively for all the films coming from Shahrukh Khan's production houses, so when we got a brief from them on Paheli, we realised that jewelry 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. We saw synergies, since the film gave 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," says Mates CEO Darshana Bhalla.

Puri, on the other hand said, "Tanishq brings together a unique understanding of Indian tradition and the Indian woman. Paheli offered us a great opportunity to create timeless jewelry for a timeless love story, which brings alive the colors of Rajasthan. It was a challenging project for team Tanishq. Madison was instrumental in working out this tie up with the producers of the film Red Chillies Entertainment."

What is unique about this association is that it has been able to go beyond mere product placement, and an integrated marketing program has been conceived and executed.

"If we have to compete in global markets we will have to begin with inculcating a culture, which is conducive to such integrated marketing programs. We have worked with Darshana and Sooraj for a long time now and we are sure that they will always safeguard our interest along with that of the clients. Even SRK is very comfortable with them and we intend to do a lot of work together," says Red Chillies executive producer Sanjiv Chawla.

Other movies that Mates has been involved with are Waqt (Zoom), Virudh (Aviva), Kya Kool Hai Hum, Munnabhai 2, Krrish, Phir Hera Pheri.

Tanishq is a Tata company, which has grown consistently to become a Rs 6 billion company.

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