Sony MAX takes Maa Inti Bangaaram campaign beyond the screen

MUMBAI: This bahu is bringing more than bangles to the table. Ahead of the World Television Premiere of Maa Inti Bangaaram, Sony MAX is taking the film’s central character Swarna, played by Samantha Ruth Prabhu, off the screen and into everyday life through a string of unconventional campaign activations.

The campaign reimagines Swarna as the quintessential ‘Bahubali Bahu’ — a homemaker juggling the everyday chaos of family life before turning into an action hero when her loved ones need protection.

The first activation takes the film’s matrimonial angle straight to consumers’ doorsteps through a collaboration with Zepto. Matrimonial-style leaflets introducing Swarna as the ‘most sought-after bride’ are being delivered along with Zepto orders across cities.

The unusual combination of grocery deliveries and a mock matrimonial listing is designed to create curiosity around Swarna and get audiences talking about Maa Inti Bangaaram ahead of its television premiere.

Sony MAX has also partnered with WSDC (Women’s Self Defence Centre) and MVA (Mehul Vora Academy) for a women-focused self-defence initiative. The activity introduces simple, practical techniques using everyday household and kitchen objects, drawing a parallel with Swarna’s instinct to protect her family.

The campaign also brings the film’s ‘Bangaaram’ identity to the dessert counter. Sony MAX has collaborated with Karigari, which has created a limited-edition gold-inspired ‘Bangaaram’ dessert specifically for the campaign.

The bespoke ‘golden baked rasgulla’, inspired by the meaning of Bangaaram — gold — is available on Karigari’s menu for a limited period, giving audiences a culinary way to engage with the film beyond the television screen.

In another women-focused collaboration, Sony MAX has joined hands with chef, entrepreneur and restaurateur Aanal Kotak to celebrate the warrior within women.

Kotak’s journey from fashion design to becoming a chef and entrepreneur across restaurants, hospitality and food ventures forms the basis of the collaboration, with the campaign drawing parallels with Swarna’s nurturing, creative and protective sides.

Together, the initiatives look at different facets of the protagonist — from homemaker and family anchor to a woman willing to step outside her comfort zone when circumstances demand it.

A Sony MAX spokesperson said the campaign was designed to reflect the different dimensions of Swarna and create audience engagement through initiatives that feel relevant to how viewers discover and interact with content.

“We wanted our marketing initiatives to capture that spirit in unexpected and engaging ways,” the spokesperson said, adding that each activation offers audiences a different glimpse into Swarna’s world while building curiosity around the film.

Maa Inti Bangaaram combines family drama, humour and action, with Samantha Ruth Prabhu playing Swarna in an action-led avatar.

The film will have its World Television Premiere on Sony MAX on September 26 at 8 pm.