Sony MAX ropes in five brands for Mardaani 3 World TV Premiere

MUMBAI: The Independence Day weekend is getting a star-studded advertising lineup. Sony MAX has brought five brands on board for the World Television Premiere of Mardaani 3, which will air on August 16 at 8pm.

L’Oréal Paris, Bournvita, Figaro, ENO and SML have signed on as sponsors for the premiere, giving the brands an opportunity to associate with one of the better-known female-led cop franchises in Hindi cinema.

The third instalment of Mardaani brings Rani Mukerji back as police officer Shivani Shivaji Roy, the character at the centre of the franchise. Produced by Yash Raj Films, the film combines a crime narrative with a social theme focused on crimes against children.

The film’s franchise value, prominent lead character and socially relevant storyline have helped attract advertisers from multiple consumer categories for its television premiere.

The partnerships also underline the continued appeal of marquee movie premieres on television, particularly during high-viewership periods such as the Independence Day weekend. Such properties can offer advertisers both mass reach and an opportunity to associate with conversations around popular films.

Akshay Agrawal, head, linear ad sales, Sony Pictures Networks India, said the Mardaani franchise has built a strong identity around a character audiences recognise and respect.

“The World Television Premiere of Mardaani 3 gives brands the opportunity to associate with a popular film franchise and an important story during the Independence Day weekend,” Agrawal said.

He added that Sony MAX was pleased to welcome L’Oréal Paris, Bournvita, Figaro, ENO and SML as partners for the premiere.

The film will air on Sony MAX on August 16 at 8pm, giving advertisers a high-profile entertainment property during the long Independence Day weekend.