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Everest wins Maxx Mobiles, releases first TVC

 

The ad is for Maxx RACE, the top-end android smartphone series from the Maxx stable

BestMediaInfo Bureau | Mumbai | May 27, 2013

Everest Brand Solutions has created its first TV commercial for its newest client, Maxx Mobiles. The agency had won the business in a multi-agency pitch last month. The ad is for Maxx RACE, the top-end android smartphone series from the Maxx stable. The ad features a young guy walking down the street. The moment he pulls the Maxx Race out of his pocket, a lady cop appears on the scene and slaps him with a speeding ticket. The youth looks bewildered as he wonders what he had done to deserve such attention. It all falls into place when the cop points at the traffic sign which says: ‘Do Not Race.’

Rahul Jauhari, National Creative Director, Everest Brand Solutions, said, “Maxx is back on air after a longish break. The first film, in such cases, always assumes more than usual importance. The intention was to style this as an international phone. And I am quite happy with the result. Interestingly, our crew itself was a truly international bunch. Lee, our director, is Australian. Tom, the DOP, is from Bangkok, and Pasha, the editor, is from Russia. Ricki, who put the team together for us, is from ‘amchi Mumbai’. And of course Rupert put together a great track for us.” Dhunji Wadia, President, Everest Brand Solutions, commented, “We were given a very detailed and specific brief. This helped the team in working on interesting creative solutions. We are delighted to be their agency of choice. We look forward to take the brand to greater heights.”

The film has been produced by Ricki Kapoor of Picture Perfect Films, Mumbai.

The campaign has also been extended to the digital platform platform.

Everest has been on a steady winning streak, adding businesses like SAB TV (Sony Entertainment Television), Aditya Birla Retail brand More, Kotak Mutual Fund, Ranbaxy Volini, DS Group – Spices to its kitty, amongst others.

The TVC:

[youtube]http://www.youtube.com/watch?v=w1MhZUCkZzs[/youtube] Credits: CreativeAgency: Everest Brand Solutions

Creative team: Pramod Sharma, Samir Chonkar, Sushant Karane, Bappaditya Saha, Anil Singh, Sanjiv Debojo, Rahul Jauhari Director: Lee Rogers DOP: Tom Panya Editor: Pasha Khanjutin Music: Rupert Producer: Ricki Kapoor

Production House: Picture Perfect Info@BestMediaInfo.com

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