MAM
Maxus Bangalore devises campaign for Tanishq with Maa TV
MUMBAI: Tanishq has joined hands with Maxus to capture the Southern market as the must-have jewellery brand for weddings through the agency’s innovative campaign. Tanishq has been integrated with Maa TV.
“Tanishq has an extensive range of regional wedding jewellery for all different communities – a little known fact and 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 Maxus India South head Sanchayeeta Verma.
Speaking about the initiative, Titan jewellery division general manager – marketing Deepika Tewari added, “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 featured various soap actors who are big decision influencers in the Andhra Pradesh and Telangana market. Furthermore Maxus Bangalore also co-created integrated branded content with the Maa TV.
As a part of the integrated brand campaign Maxus ESP along with Maa TV selected the three most popular faces of the channel namely Jyoti (Ashta Chamma), Sirisha (Kanchana Ganga) and Meghna (Sasirekha Parinayam) to create a vignette. Maxus was involved in the entire creative process of casting, scripting and production of the vignette. The vignette will be promoted by Tanishq exclusively on the digital platform.
Brands
Uidai partners with Google to help users locate Aadhaar centres
Verified Aadhaar centres to appear on Maps with services and access info
MUMBAI: Finding an Aadhaar centre may soon be as easy as finding your favourite café. In a move aimed at making public services more accessible, the Unique Identification Authority of India has partnered with Google to display authorised Aadhaar centres on Google Maps. The feature, expected to roll out in the coming months, will allow residents to locate verified centres quickly and confidently.
More than 60,000 Aadhaar centres, including state of the art Aadhaar Seva Kendras, will be mapped. When users search on Google Maps, they will be directed to authorised facilities rather than unverified listings, helping curb misinformation and confusion.
The listings will do more than drop a pin. Users will be able to see the nature of services offered at each centre, whether it is adult enrolment, child enrolment, or limited to address and mobile number updates. Details such as operating hours, parking availability and divyang friendly infrastructure will also be shown wherever applicable.
Uidai CEO Bhuvnesh Kumar, said the collaboration is part of the authority’s continued effort to improve ease of living for Aadhaar holders by making authorised centres simpler and faster to navigate.
The partnership will deepen in its next phase, with Uidai using Google Business Profile to manage information and respond directly to public feedback. Looking ahead, the two organisations are also exploring the option of enabling appointment bookings through the Google Maps interface, potentially allowing residents to plan their visits with greater efficiency.
Google India country head, strategic partnerships Roli Agarwal, said integrating verified Aadhaar centres would help millions access trusted services with confidence, bringing essential government infrastructure closer to the people who need it most.
If all goes to plan, a routine Aadhaar update may soon begin not with a queue, but with a search bar.
