Maxus Bangalore devises graceful and thought breaking campaign for Tanishq

A wedding is not only an important milestone in a woman's ever-evolving life, but also one of her most cherished moments. Tanishq, India's leading jewellery brand has been her most trusted companion during this journey. This year it is set to capture and widen its fan base as it gets set to be not just as a non-traditional brand but a lasting companion too. Aiding them achieve this feat will be India's most aggressive and bullish media company Maxus. Maxus has joined hands with Tanishq to capture the Southern market as the must-have jewellery brand for weddings through Maxus's innovative campaign by integrating the brand with Maa TV.

"Tanishq has an extensive range of regional wedding jewellery for all different communities – a little known fact & essential to communicate. The brand TVC does try to address this, but only that much can be said in a single TVC. The Maxus content team created a win–win association with MAA TV's editorial team and created a coup of sorts – getting the channel's most popular faces to create a stunning showcase of the Telegu brides' must have Telegu jewellery pieces, assuring Andhra/Telengana women that they will get the most spectacular regional range at Tanishq. The MAA protagonist giving their assurance adds immediate believability and trust, something that would otherwise take long to create. said Sanchayeeta Verma, South Head- Maxus India.

Speaking about the initiative, Deepika Tewari, General Manager – Marketing, Jewellery Division, Titan Company Limited, said, “We are delighted to be a part of this one-of-a kind initiative by Maxus in collaboration with Maa TV. Over the years, we have built a very strong bond with the Telegu community and look forward to growing our relationship by continuing to offer best-in-class jewellery. The Telegu wedding collection by Tanishq brings to life the ancient traditions of the Telegu community in true Tanishq form. We understand the importance of jewellery pieces like Vaddanam and Vanki for a Telegu bride, and are proud to showcase our wedding collection spread across traditional gold ornaments to deck the bride in her finest.”

The campaign saw strong soap actors who are the biggest decision influencers in the Andhra Pradesh and Telangana market coming on board. Furthermore Maxus Bangalore decided to co-create integrated branded content with the leading premier channel in the market, Maa TV.

As a part of the integrated brand campaign Maxus ESP along with Maa TV selected the 3 most popular faces of Maa TV-Jyoti (Ashta Chamma), Sirisha (Kanchana Ganga)  and Meghna (Sasirekha Parinayam).

In the innovative TVC the three ladies adorn the traditional Telugu bridal jewellery by Tanishq. Each jewellery piece, which is a Telugu bride’s most faithful companion, is showcased and the craftsmanship is brought out.

Maxus was involved in the entire creative process of casting, scripting and production of the vignette. The must-see vignette will be promoted by Tanishq exclusively on digital platforms. The TVC will be going live post 15th April.