Friday, 3rd June 2005 (4233 views)

Tanishq jewellery is set to sparkle in a deal between the jewellery brand and soon-to-be-released Bollywood film Paheli

The stars of the film, Shah Rukh Khan and Rani Mukherjee, will endorse the jewellery in a contract between Tanishq and Red Chillies Entertainment and Tanishq.

The deal has been conceived by Madison Communication's entertainment division, Mates.

Tanishq will also run a promotion campaign using clips from the film and the joint deal will include in-store promotions.

Darshana Bhalla, chief executive of Mates, said: "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."

The Paheli-Tanishq integrated marketing venture follows others 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.

The film will be released on June 24th and Tanishq's promotion will begin on June 5th.

 

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