Paheli to unveil Tanishq’s new range

Judging the effectiveness of in-film placements, or soft brand advertising has always been a paheli (riddle) for the marketers.

Undaunted, jewellery brand Tanishq is betting on Amol Palekar’s soon-to-be-released movie 'Paheli' to launch its new range.

Shah Rukh Khan and Rani Mukherjee will endorse the new collection, as per the deal between Red Chillies Entertainment and Tanishq. The deal has been conceived by Madison’s entertainment division – MATES.

The association is unique because it has gone beyond mere product placement, and has an integrated marketing programme.

Darshana Bhalla, CEO, MATES, says, “While working on the promotions of Paheli, we discovered that jewellery will be an integral part of the film. We were also aware of Tanishq’s product strategy of going back in time to add newer dimensions to their collection. The synergy between the two helped us create this opportunity.”

Tanishq has also decided to run a promotional campaign for both the film and a jewellery collection inspired by the film. Actual footage from the film will be used in the campaign.

And, this isn't the end of the deal. Tanishq will create the ambience of the movie with posters across its retail outlets. Also, an autographed letter by Shah Rukh Khan and Rani Mukherjee will be given out to each customer of this collection. Amol Palekar, the director of the film recently launched the jewellery in Delhi.

Ruchira Puri, marketing head, Tanishq, says, “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 colors of Rajasthan.

The film is releasing on June 24 and the promotion will go on air from June 5. © 2005 agencyfaqs!