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Mates, the content unit of Madison World, has recently concluded a deal to help Mia by Tanishq in partnering with the South Asian festival, Bacardi NH7 Weekender in their upcoming event.

The event is scheduled to be held in March in the city of Pune. 

Launched in 2011, Mia by Tanishq caters to the needs of women today who are always on the move. With elegant, light-weight, fun jewellery collections, Mia by Tanishq lets women express themselves.

Started in 2006, Bacardi NH7 Weekender is an annual multi-city and multi-genre, music and comedy festival held in India. It is one of the most anticipated music festivals in India, and it features both music and a true festival experience.

Under this partnership, Mia by Tanishq will get a ‘Mia Lounge’, an exclusive lounge which will provide festival-goers access to innovative digital beauty experiences and a fun-filled paradise complete with WiFi, air conditioning, mobile charging stations, etc.

The event will feature various macro influencers who will share their thoughts and experiences online. A virtual trial of Mia Jewellery will be conducted in Pune using Augmented Reality. Mia will receive 10 tickets for each city of Goa, Kolkata, Chandigarh, Chennai, Bangalore, Mumbai, Shillong/Guwahati and Delhi to distribute to their top spenders. Additionally, Mia by Tanishq will receive branding across all of Bacardi NH7 Weekender marketing communication platforms.

Sampurna Rakshit, Head of Marketing, Mia by Tanishq, said, “We are very happy to partner with Mates and Bacardi NH7 Weekender. We feel that this is a great property to reach out to the young, modern free spirited Mia women. We plan to give them a taste of the Mia way of life through the uber stylish on-ground lounge enabled with AR mirrors and what not. Looking forward to many more of such initiatives through our partnership.”

Kumar Siddharth, Head, Mates, said, "We at Mates are delighted to enable the association of Mia by Tanishq and Bacardi NH7 Weekender. Both brands that appeal to the free-living independent women of today. We have worked closely with the NH7 organisers to enhance the festival goers’ experience by providing them with a space where they can unwind and be themselves. Creating associations between brands and properties that have true synergy is the cornerstone of our strategic approach and we're hoping this is the first of many such innovative collaborations.”

Mates is the entertainment specialist unit of Madison World that focuses on content marketing, celebrity management, film marketing, influencer associations, OTT collaborations, video production and partnerships with gaming companies, platforms and e-sports influencers.