Sony MAX is taking its campaign for the World Television Premiere of ‘Maa Inti Bangaaram’ beyond traditional promotions, bringing the film’s central character Swarna, played by Samantha Ruth Prabhu, into everyday consumer experiences through a series of unconventional activations.

The campaign reimagines Swarna as the quintessential ‘Bahubali Bahu’, portraying her as a homemaker navigating the everyday chaos of family life before stepping into an action-hero avatar when her loved ones need protection. The campaign uses different aspects of her character to create audience engagement ahead of the film’s television premiere.

As part of the first activation, Sony MAX has partnered with Zepto to take the film’s matrimonial angle directly to consumers. 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 aimed at creating curiosity around the character and encouraging conversations around the film.

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

Taking the film’s ‘Bangaaram’ identity into the food space, Sony MAX has collaborated with Karigari to create a limited-edition gold-inspired dessert. The campaign’s bespoke ‘golden baked rasgulla’, inspired by the meaning of Bangaaram — gold — is available on Karigari’s menu for a limited period, offering audiences another way to engage with the film beyond the television screen.

Sony MAX has also partnered with chef, entrepreneur and restaurateur Aanal Kotak for a women-focused collaboration celebrating the warrior within women. Kotak’s journey from fashion design to building a career 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 activations highlight different facets of Swarna — 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 capture these different dimensions through initiatives that feel relevant to how audiences discover and interact with content, adding that each activation offers 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 portraying Swarna in an action-led avatar. The film will have its World Television Premiere on Sony MAX on Sept. 26 at 8 pm.