The aim of the TVC, conceptualised by JWT Bangalore, is to reinforce the emotional connect with the current customer, says Jiten Mahendra, Vice-President, Marketing, Max Fashion
BestMediaInfo Bureau | Mumbai | October 17, 2016
Landmark Group’s fashion brand, Max Fashion, launched its maiden TV campaign after completing 10 years in the industry. The campaign conceptualised by JWT Bangalore consists of two films based on the theme ‘Endless ways out’.
“The objective of the TVC is to reinforce the emotional connect with the customer. What we want to say is that we are moving from Max store to Max brand and that we are not about selling garments but we are facilitating the customer and being an integral part of their lives,” said Jiten Mahendra, Vice-President, Marketing, Max Fashion.
The first TVC shows a father and a daughter. The father accidently spills a glass of juice or wine and uses the daughter’s toy to wipe the mess. We then see the father taking the daughter to a Max store to ‘win her back’. The other TVC is about a couple. The husband unwittingly exposes his plans to watch a match when he puts his friend’s call on speaker while his wife is around. The husband then has to do ‘damage control’ by taking his wife shopping.
“We wanted the ads to be ‘slice of life’ and relatable. As a fashion brand it was a conscious call not to take models but portray real people. The whole objective of the ad was to build an emotional high ground, connect and build the bonding and affinity with our current set of consumers. We are also trying to break the myth that fashion and value cannot come together, this is what Max is trying to achieve with this communication,” said Mahendra.
JWT has been working with Max for eight years now. Senthil Kumar, Chief Creative Officer, JWT, said, “We are very excited to embark on a new journey with Max Fashion on TV. It has been a strong and exciting collaboration between Max Fashions, JWT and Curious. With this campaign, the attempt is to create an interesting spin to value fashion that is more relatable to the brand’s core consumer. Inspired from everyday life moments, the stories are spiked with a mild touch of humour and fun.”
Max has identified and divided its TG: the family that is 25-34, the youth that 18-24 and the prosumers who are the bloggers and the influencers.
“Across the TG, there are various initiatives that we are undertaking. Our form of marketing is experiential form of marketing. It is not creating a communication and targeting the saliency, it is about targeting the customer and creating an environment where they can experience it. Each of our 160 stores are profiled between youth and family and therefore a marketing campaign for an Infinity Malad Max store will be very different from an Inorbit Vashi Max store,” explained Mahendra.
Asked why they ventured into television commercials after 10 years, Mahendra said, “We realised that now was the right time for the brand to talk from an emotional perspective. We have a five-million customer base which is a part of the Landmark reward programme and which is contributing to 60 per cent of our business, so we realised that now it is important to reinforce the emotional aspect so it doesn’t become a product because what we see in the long run is that there is going to be a lot of product parity but the emotional connect is something that will differentiate the brand from the others.”
Speaking about how marketing has changed in the 10 years since they began, Mahendra said, “Marketing today is not about communication but about engagement, that is the big shift. Today marketing is like an open kitchen in a hotel. The customer wants to see you putting the pasta, the sauce everything. Today the behind screen is as relevant as the final TVC. Customers have evolved and they want to know what is happening around and want to be a part of everything. Therefore, the marketer has to be authentic in what he/she does and really keeps the customer in the central point.”
The current four-week campaign will end in the first week of November. The brand will come up with plans to engage the customers at the store level with the ‘Endless ways out’ theme. Radio and digital are also a big part of the campaign.
Speaking about future of the fashion industry, Mahendra said, “One of the key things that we are realising is that customer is going to become more and more involved, category penetrations will increase and fashion consciousness will further increase. In the long run, mix and match and create your own look is going to be one of the key drivers. It is not going to be about playing safe by wearing a brand but about creating your own look.”
Client: Max Fashion
Agency: JWT Bangalore
Head of Agency: Joy Chauhan
Chief Creative Officer: Senthil Kumar
Client Servicing: Sandeep Shah
Production House: Curious Films
Director: Vivek Kakkad