The three-part new campaign for Sony’s Hindi movie channel, conceptualised by JWT, shows how each of us are a bit filmy inside
Sohini Sen | Mumbai | August 20, 2013
Max, the Hindi movie channel of Sony Entertainment Television, has launched a campaign named ‘Jahaan Dekho…Wahaan Deewana’. The campaign is an extension of their earlier campaigns under the 'Max - Deewana bana de' theme.
"We as a country are so much into Hindi films and they are very much a part of our DNA. The brief was to integrate that with the brand thought of 'Deewaana bana de'. There is a little bit of filminess in all of us. We are highly emotional and filmy as a nation. That's how we have taken it forward. For 10 years this has been the buzz for building our brand perspective. Today it is about the audience," said Vaishali Sharma, Vice-President, Marketing, Max.
"In the past, the films have all shown people deeply mesmerized by movies, almost to the extent of not knowing what's happening around them. Is there a possibility of mixing ‘deewaanapan’ with everyday life and make it more relatable? What's the new perspective? This is what we were thinking while making the campaign," said Steve Mathias, VP & Senior Creative Director, JWT India.
The campaign consists of three TVCs conceptualised by JWT which show the movie buff in each of us. The 'deewangi' or 'madness' factor is shown through the humourous TVCs. While the first one shows a daughter hoping for a filmy response from her parents on confessing her love for a boy from a different religion, the second TVC is about a young boy full of energy who wants to avenge his father's death and is not ready to believe that his father died from a heart attack. The third TVC shows a police inspector thinking about movies even during a serious crime investigation.
"Each of the films was crafted accordingly, where it almost seems like a casual everyday situation – whether it's a police briefing or a son talking with his mom or a girl confessing about love to her parents. You expect it to be moments of everyday life until the sudden surfacing of a Deewaana! The treatment is intentionally real in contrast to the madness that's about to unfold, leaving the viewer completely surprised at the end," said Priya Pardiwalla, VP & Executive Creative Director, JWT India.
"We wanted to energise and re-energise the brand. But the larger objective was to basically communicate the catchline, ‘Deewana bana de’. It is one of the most popular catch phrases a brand has and we have promoted movies as well as cricket through it. Max stands for the madness and passion of both the mediums. With this campaign we are trying to say something differently – that there is a latent ‘deewanapan’ in all of us. Therefore, the campaigns will also show the filminess coming out in everyday slice of life stories. It is not an over the top, irreverant, funny kind of campaign. It is understated with the hook line appearing only in the last few seconds," said Neeraj Vyas, Executive VP and Business Head, Max.
Max comes out with campaigns each year. In 2012 it showed the 'Shuruwat yahin se' (it starts from here) campaign which meant to say that movies are the start for everything. The year before was time for the 'Weekend campaign' – with the caption 'Weekend pe Max dekhiye' (Watch Max on weekends).
The channel also plans to launch engagement activities on the digital platform. It will also be extended to radio and cinema. The TVC, directed by ace ad filmmaker Rajesh Sathi from Kerosene Films will be shown across 22 channels for over two months.
"We have always tried to be different in the way we approach our consumers. We have been working on different format shows for the same reason. In the past we have had Extraa Shots Challenge, a quiz show hosted by Divya Dutta and Dirty Khabar, which was a news and gossip show about Bollywood. This year also we will launch something catering to the genre," informed Vyas.