The Hindu Business Line : Tanishq jewellery to sparkle in <I>Paheli</I>

MATES (Madison Teamworks fp&e), Madison's youngest entertainment unit, has arranged a tie-up between jewellery brand Tanishq and the soon-to-be-released film Paheli starring Shah Rukh Khan and Rani Mukherjee, directed by Amol Palekar.

Jewellery designed and supplied by Tanishq is used throughout the film, says a press release from Mates.

Tanishq has decided to launch in the market a special collection of jewellery inspired by the film. It will soon run a promotion campaign that will use footage from the film.

The joint promotion envisages in-store promotions with posters and issue of a letter autographed by the lead pair to each purchaser of this collection. The film is releasing on June 24 and the promotion will go on air from June 5.

"We saw synergies, since the film gave Tanishq an opportunity to create a special collection which consumers would like to possess and the promotion of the collection would help promote the film," says Darshana Bhalla, Chief Executive Officer, Mates.

This initiative comes from Tanishq, says the press release, adding that the unique thing about this association is that it is an integrated marketing programme going beyond product placement.

The Paheli-Tanishq joint venture comes on the back of many such as Virudh-Aviva and other tie-ups with films such as Kya Kool Hai Hum, Munnabhai 2, Krrish, Phir Hera Pheri, all arranged by Mates.

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