Sony MAX reimagines movie marketing with big ‘Bangaaram campaign’ for the World Television Premiere of ‘Maa Inti Bangaaram’ on 26th September

Ahead of its World Television Premiere of Maa Inti Bangaaram Sony MAX is taking an unconventional route to introduce audiences to the film’s central character, Swarna played by Samantha Ruth Prabhu. Reimagining her as the quintessential ‘Bahubali Bahu’, a homemaker navigating the everyday chaos of family life, whose story takes an unexpected action-packed turn when she steps up to protect her loved ones. The channel has rolled out a series of quirky, yet culturally rooted initiatives designed to bring different facets of Swarna’s personality to audiences.

The campaign kicks off with an intriguing collaboration with Zepto bringing Swarna’s search for the perfect groom straight to Indian households. As part of the initiative, witty matrimonial style leaflets introducing Swarna as the ‘most sought-after bride’ are being delivered along with Zepto orders across the cities. Blending everyday essential deliveries with an unusual matrimonial listing, the association is designed to spark curiosity and drive conversations around Swarna and Maa Inti Bangaaram ahead of its World Television Premiere.

Sony MAX has also joined hands with WSDC (Women’s Self Defence Centre) and MVA (Mehul Vora Academy) for a women focused self-defense initiative where women are being introduced to simple yet practical techniques using everyday household and kitchen objects. The activity draws a parallel with Swarna, a homemaker who steps up to protect her family while highlighting how confidence and the ability to stand up for oneself needs to be adopted in women at large.

Also taking centre stage in the campaign is a special collaboration with Karigari – known for its contemporary take on Indian flavors and its focus on reimagining traditional culinary experiences. For Maa Inti Bangaaram, Karigari has crafted a limited-edition gold-inspired ‘Bangaaram’ dessert created especially for the campaign and available on its menu for a limited period. Inspired by the meaning of Bangaaram (gold), the bespoke ‘golden baked rasgulla’ brings the film’s title to life, offering audiences a delicious way to experience the film beyond the screen.

In a separate collaboration, Sony MAX has joined hands with celebrated chef, entrepreneur and restaurateur Aanal Kotak to celebrate the warrior within every woman. Aanal’s own journey from starting out as a fashion designer to finding her calling as a chef and subsequently building her entrepreneurial path across restaurants, hospitality and food ventures reflects the spirit of a woman who nurtures, creates and leads across every sphere she enters. The collaboration draws a parallel with Swarna, whose protective instincts, nurturing spirit and creative strength come to the fore when life pushes her beyond the familiar.
Through these initiatives, the promotion moves beyond a conventional film campaign to explore the different dimensions of its protagonist from her ability to take on multiple roles to her courage and instinct to protect those she loves.

Comments:
Sony MAX Spokesperson:

“We are delighted to bring Maa Inti Bangaaram to audiences on Sony MAX with a campaign that reflects the many dimensions of Swarna. She is a woman who is deeply rooted in her family, takes on multiple roles and yet is fearless when it comes to protecting the people she loves. We wanted our marketing initiatives to capture that spirit in unexpected and engaging ways. Each initiative offers audiences a different glimpse into Swarna’s world, while creating conversation and curiosity around the film in ways that feel relevant to how today’s movie audiences discover and engage with content. We look forward to bringing this distinctive campaign and the film to audiences for its World Television Premiere.”