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Sony Max 2: Yaad Rahega

The two-year-old channel from the Sony Pictures Network looks at strengthening its brand in a new campaign with a tagline, Max 2-Yaad Rahega

BestMediaInfo Bureau | Mumbai | August 12, 2016

Click on the image to watch the film. Click on the image to watch the film.

With an emotional touch and a newly acquired library, Sony Pictures Networks India’s Hindi Movie channel Sony Max 2 is all set to invoke nostalgia for evergreen and blockbuster movies among viewers. Launching a new brand campaign, the channel gets a new tagline. The positioning, logo, colour and appearance of the channel remain the same. The new tagline says, Max 2-Yaad Rahega (will be remembered).

The channel had a soft launch in May 2014 and the new brand campaign comes two years later. Why now? Vaishali Sharma, Senior VP Marketing and Communications, Sony Max and Max 2, said, “We are a young brand, we launched just two years ago. So the attempt here is to strengthen the brand promise and rejuvenate it. We have acquired a lot of new content and hence we thought this is a good time to launch a campaign aiming to expand our reach and viewership.”

The channel always had a positioning of evergreen and timeless movies that create meaningful entertainment. It was launched with the brand positioning -- Kuchh filmon ka jaadu kabhi kam nahi hota.

The campaign has a major thrust on television, followed by print with a sound support from digital. The spends on this marketing campaign fall in the league of the launch campaign of the channel. It is one of the major campaigns of the network.

The TVCs running on the channel will be seen on news channels, sports and many other channels outside the network to increase the impact. Conceptualised by DDB Mudra, the campaign was launched on August 10. The channel is engaging in a massive television plan across all genres for over four weeks. The marketing plan includes print and a digital campaign over the next one month.

Interestingly, while Sony Max 2’s elder sibling Sony Max has always had campaigns with a touch of humour, Max 2, this time, takes an emotional stunt.

The two short TVCs highlight the magic of the unforgettable movies and the impact that these films have on people’s lives even today. It showcases how people savour ageless cinema by celebrating simple yet beautiful moments in their lives. The first TVC shows a family get-together where a young couple celebrates their marriage anniversary and the speech-impaired wife beautifully enacts the all-time romantic number, ‘Pehla Nasha’, for her anxious husband and surprises him. The second TVC celebrates the strength of a long-enduring relationship, wherein an old couple shares a light moment with their grandchildren when they are asked about their love affair in their younger days. These TVCs engrave Max 2’s refreshed positioning in the minds of its viewers and help the audience develop an instant connect.

The channel has strengthened its content library with classic movies like Julie, Ek Duje Ke Liye, Khatta Meetha, Gharonda, Kasme Vaade, Aap Ki Kasam and many more such movies to live up to its promise of enriching the lives of today’s viewers.

The movies are mostly acquired on exclusive rights but some are syndicated and can be seen on other channels. However, a majority of the movies from the library will only be available on Sony Pictures Networks India channels.

The HD variant of the channel is a distant thing for now as the positioning of the channel is for slightly older movies not shot in high definition. Marking of the movies in HD will be time consuming, expensive and will require a lot of effort.

Film 1:

Film 2:

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