MAM
Cult brands focus of MTV, Brand Equity’s upcoming youth marketing forum
Music channel MTV has announced that cult brands will take pride of place at the “5th MTV & Brand Equity Youth Marketing Forum”.
The event, slated for 8 May at the Taj President in south Mumbai, is a joint venture between the channel and Brand Equity, an advertising and marketing offering from the Times of India group.
The event aims at educating marketers as to how they can best connect with youth, an official release says. Speakers will dwell on how and why certain brands, be they films or automobiles, became cults by going beyond merely being a product or service.
Baz Luhrmann, the wizard behind Oscar winner Moulin Rouge, will talk on “Movies as Cults”. Lee Lynch, V-P Carmichael Lynch, talks about “The Harley Davidson Story”.
Chief Strategic Officer DDB Needham Worldwide James Best will talk on the Volkswagen Beetle. The forum will also feature Michael Wood, V-P Teenage Research Unlimited, presenting American research concerning teenagers and cult brands.
MAM
Tanishq launches ‘Lekhinis’ campaign celebrating modern Telugu woman
Olympic medallist P.V. Sindhu features in new film honouring women who author their own stories.
MUMBAI: Tanishq has found the perfect way to sparkle this season by letting the modern Telugu woman write her own glittering chapter. The Titan Company jewellery brand has unveiled its latest campaign, centred on the idea of ‘Lekhinis’ women who are the authors of their own stories. Featuring Olympic medallist P.V. Sindhu as the narrator, the campaign celebrates the evolving identity of women in Telangana and Andhra Pradesh, where modern aspirations blend seamlessly with deep-rooted traditions.
The film captures everyday moments that reflect quiet strength and confident individuality. It portrays women who embrace change while staying grounded in their heritage, reimagining traditions with sensitivity rather than rebellion. Conceptualised by Lowe Lintas, the campaign aims to strengthen Tanishq’s emotional connection with regional audiences by honouring women who shape their identities with authenticity.
Titan Company Limited chief marketing officer of Tanishq Pelki Tshering said the campaign is a tribute to women who remain rooted yet redefine their journeys every day. “She has always been at the heart of everything we do our muse, our inspiration,” she noted. “Through our designs and storytelling, we strive to be a lifelong companion in her journey.”
P.V. Sindhu shared that the campaign resonated with her own life. “What drew me to this campaign with Tanishq is its honest celebration of the modern Telugu woman. The story reminded me of my own journey working hard at what I love, with the support of my family and coaches, and growing stronger every step of the way.”
Akshay Sundher, Director at Lowe Lintas, described the making of the film as a beautiful experience, highlighting the emotional hospital scene, Sindhu’s warmth, and strong teamwork behind the project. The music by Madley Blues forms the soul of the film.
Through this initiative, Tanishq continues its tradition of crafting jewellery that mirrors a woman’s identity, celebrates her milestones, and reflects her cultural pride.
In a world of fast-changing roles and traditions, Tanishq has delivered a campaign that shines not through loud statements, but through quiet, confident storytelling much like the women it celebrates.
