MAM
Sony ties up with Shaadi.com to promote Rishta.com
MUMBAI: Sony Entertainment Television (Set) has partnered with online matrimonial site Shaadi.com for its new show Rishta.com. Produced by YRF TV, Rishta.com is a one-hour fiction that debuts on the channel on 3 January.
Says Set marketing head Danish Khan, “To market the show, it was necessary to go online and Shaadi.com was a perfect fit. Both Shaadi.com and Rishta.com are targeted towards like-minded consumers. Thus a synergy made a lot of marketing sense.”
The tie up, symbiotic in nature, is a long-standing deal between the two properties. Says Set spokesperson, “Initially the deal will introduce three stages. However, going further, more innovations would be done.”
Firstly, a microsite of Rishta.com will feature on Shaadi.com, thus, helping market the show the online way.
Also, at a pre-designated time every month, the lead characters of the show will chat with prospective Shaadi.com members and help them find their partner.
Finally, the show will involve the lead characters going to ‘Shaadi Point‘, where they will meet up with prospective people and help them in choosing their partners.
Rishta.com is a show on how searching for the right partner has evolved from traditional means to using online matrimonial services because of the change in lifestyle.
The show that has Alpenliebe as the title sponsor will air every Sunday at 8 pm.
MAM
Spinny celebrates Sachin Tendulkar’s 53rd birthday with offer
Customers get Rs 3,500 voucher with car purchases in limited-period campaign.
MUMBAI: Not every birthday comes with a freebie but this one came with four wheels and a voucher. Spinny marked the 53rd birthday of Sachin Tendulkar with a customer-focused campaign titled “Master’s Birthday Treat”, blending nostalgia with a tangible incentive for buyers.
Under the limited-period offer, every customer purchasing a car received a Rs 3,500 TENxYOU voucher, adding an extra layer of value to the buying journey. The vouchers, redeemable across multiple lifestyle brands, extended the experience beyond the transaction into shopping, gifting and everyday indulgences.
The campaign leans on Tendulkar’s enduring image as the ‘Master Blaster’, aligning his legacy of trust and consistency with Spinny’s positioning as a transparent, seamless car-buying platform.
Rather than a conventional discount-led push, the initiative taps into emotion and familiarity, using a cultural icon to anchor engagement while offering a clear, measurable benefit to customers.
In an increasingly competitive digital auto retail market, the move reflects a broader strategy stand out not just on price or inventory, but on experience. By tying a celebratory moment to customer reward, Spinny is effectively turning a birthday tribute into a brand touchpoint.
Because sometimes, the best way to celebrate a legend is to give customers something to drive home literally.
