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Max rekindles ‘filminess’ in new campaign

The campaign ‘Ab Khulkar Phailegi Deewangi’, which is an extension of the channel’s tagline ‘Deewana Bana De’, has been conceptualised by DDB Mudra

BestMediaInfo Bureau | Mumbai | December 17, 2014

Max-TVC Click on the image to watch the TVC.

Max, the premium Hindi movie channel, has rolled out a new campaign to promote and spread its tagline ‘Deewana Bana De’. The new campaign ‘Ab Khulkar Phailegi Deewangi’ is an extension of the channel’s positioning and talks about how there is a little bit of filminess in all of us, amongst all age groups. Filmed in a very indigenous setting, the campaign consists of three TVCs which are a visual manifestation of how ‘deewanapan’ can add flavour to ordinary moments in life.

The campaign, conceptualised by DDB Mudra, showcases how the extremely passionate movie buff relates and gets influenced by movie characters, dialogues, music and scenes, and how all this ‘deewangi’ percolates down to his daily life. The first TVC shows an extremely slow tuk-tuk driver getting charged-up by listening to the ‘Dhoom’ tune and starts cruising on the road in full speed. The second TVC shows bridesmaids along with an old aunt making a war cry, ‘Chak De’, for the bride to perk her up from the anxiety of her first night. The third TVC shows how a furniture showroom salesman bitten by the Bollywood bug replicates the iconic Zanjeer movie scene while attending to a customer. The films, directed by Anaam Mishra of Crome Pictures, have a subtle humorous appeal.

Neeraj Vyas Neeraj Vyas

Commenting on the campaign, Neeraj Vyas, Senior EVP & Business Head, Max, said, “Max has a special place in the mind & heart of our viewers and our new campaign is an attempt to keep doing that. The campaign reflects the special significance that movies have on people and how life can be enjoyed by infusing a bit of drama in our mundane lives. It reinforces our belief that movies are extremely close to people’s daily life.”

Vaishali Sharma Vaishali Sharma

Vaishali Sharma, VP, Marketing & Communications, Max, said, “This campaign is a refreshingly new interpretation of our long-running ‘Deewana Bana De’ proposition. The brief was to continue to make the brand relevant to our viewers and showcase the highly contagious passion for Hindi films, which is widespread across all spectrums of people.”

Sonal Dabral Sonal Dabral

Sonal Dabral, Chairman & CCO, DDB Mudra Group, said, "India is a country passionate and obsessed with ‘Bollywood’ and what better way to capture this unique obsession than by coming out with a campaign which pays homage to Indian cinema. The new campaign is all about infecting people with passion and love for this great Indian cinema and to encourage people to see the lighter side in every walk of life.”

To promote the campaign, launched on December 15, the channel is engaging in a massive television plan across 32 channels (apart from its own network) for over three weeks. The 360-degree marketing plan also includes a digital campaign, WIS TV (in Gujarat) and cinemas, across key markets spread over the next one month.

The TVC:


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