Mumbai: Jewellery brand Mia by Tanishq has announced its partnership with music festival Bacardi NH7 Weekender for the event to be held on 26 March in Pune. The association was set up by Mates, the content unit of Madison World.
Bacardi NH7 Weekender is an annual multi-city and multi-genre, music, and comedy festival held in India. Under this partnership, Mia by Tanishq will get a ‘Mia Lounge,’ an exclusive lounge that will provide festival-goers access to “innovative digital beauty experiences and a fun-filled paradise complete with WiFi, air conditioning, mobile charging stations etc,” said the statement.
A virtual trial of Mia jewellery will be conducted in Pune using augmented reality. Mia will receive ten tickets for each city of Goa, Kolkata, Chandigarh, Chennai, Bangalore, Mumbai, Shillong/Guwahati and Delhi to distribute to their top spenders. Additionally, Mia by Tanishq will receive branding across all of Bacardi NH7 Weekender marketing communication platforms.
“We are very happy to partner with MAates and Bacardi NH7 Weekender,” said Mia by Tanishq head of marketing Sampurna Rakshit. “We feel that this is a great property to reach out to the young, modern free-spirited Mia women. We plan to give them a taste of the Mia way of life through the uber-stylish on-ground lounge.”
Mates is the entertainment specialist unit of Madison World that focuses on content marketing, celebrity management, film marketing, influencer associations, OTT collaborations, video production, and partnerships with gaming companies, platforms, and e-sports influencers.
"We at Mates are delighted to enable the association of Mia by Tanishq and Bacardi NH7 Weekender,” said Mates head Kumar Siddharth. “Both brands that appeal to the free-living independent women of today. We have worked closely with the NH7 organizers to enhance the festival goers’ experience by providing them with a space where they can unwind and be themselves. Creating associations between brands and properties that have true synergy is the cornerstone of our strategic approach and we're hoping this is the first of many such innovative collaborations.”
