Post-IPL, it's a new beginning and new look for Max

Max has launched its new brand campaign, 'Shuruaat Yahin Se', conceptualised by JWT, to go along with the completely new channel packaging

Ananya Saha | Delhi | May 29, 2012

Max, the Hindi movies and special events channel from Sony Entertainment Television, has announced its latest brand campaign with the exclusive theme, 'Shuruaat Yahin Se'. The campaign touches upon the universal theme that 'life imitates art and art imitates life'. Cinema is an emphatic medium which has the power to influence our thoughts, inspire us and confer optimism for new beginnings.

Neeraj Vyas, Executive VP and Business Head, Max, said, “Max's new brand campaign and packaging beautifully incorporates the channel's brand values. 'Shuruaat Yahin Se' aptly brings alive the central communication theme that Max gives its viewers the power to change their life for the better by showcasing the best of inspiring and thought-provoking Hindi cinema. We guarantee a string of enchanting films which are stirring and motivating for our viewers. I am sure we will be successful in further engaging loyal viewers while bringing in new audiences.”

The 'Shuruaat Yahin Se' campaign will showcase three short films based on this theme. Created and conceptualised by JWT, the creative agency for Max, the films feature an old couple, a politician and an Olympic shooter. Two films are currently on-air. The first film starts with an old couple getting married and then it takes the viewer back to how the couple actually met and then to what prompted the old man to start on this unusual journey.

The second film starts with a female politician successfully defending an attack from an assassin and then ultimately going back to what really prompted her to learn self-defence. The beginning is the end. And the end is the beginning.

The campaign highlights the monotony in these characters' lives and how certain movies that they watch on Max change and kick-start their life for the better. The films have a very subtle humorous appeal, which is sure to create an immediate connect with audiences. While most movie channels and the category itself has often taken the approach of spoofing or literally showing everyday people imitating stars, the team at JWT Mumbai has tried to create a more real, yet entertaining perspective.

Priya Pardiwalla and Steve Mathias, Senior Creative Directors at JWT, said, “A movie can inspire and actually become a trigger, which is the first step of a long fulfilling journey. In this campaign, each film is a series of connected events, in reverse gear, the starting point of which is Max.”

The films will be released across television, social media and online forums.

The film:

New look of Max

To rejuvenate the watching experience for viewers, Max has also launched a brand new packaging for the channel which promises to reflect the rich aesthetics of Hindi cinema and capture its colours and warmth in an energetic, vibrant and clutter-breaking style. Charlieco, a Los Angeles-based agency, has created the new look and feel of the channel. The music score mirrors and accentuates the visual themes of the packaging and has been created by the musical duo Salim-Sulaiman.

On the need for the repackaging, Gaurav Seth, Senior Vice-President, Marketing, Sony Entertainment Television, said, “Right now was the perfect time for us to repackage it given that IPL has just ended. This was as good a time for us to launch the repackaged channel.”

The campaign announcing the new look has been on-air for one week already, and would continue for another two weeks. The 40-second ads would also be supported by outdoor in the first phase across eight cities for 10-15 days, as on-ground activation begins in the second phase.

Credits:

Agency: JWT

Chief Creative Officer: Bobby Pawar

National Creative Director: Tista Sen

Planner: Tarun Chauhan, Shaziya Khan

Sr. Creative Directors: Priya Pardiwalla, Steve Mathias

Business Head: Ashish Medhekar

Account Manager: Gautam Roy

Production House: Old School Films

Director: Piyush Ragani

DOP: Deepti Gupta

Music Director: Amartya 'Bobo' Rahut

Ananya@BestMediaInfo.com

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