The campaign conceptualised by DDB Mudra West is based on the thought ‘Naaz hai humein apni deewangi pe’, which encapsulates the country’s obsession with Hindi cinema
BestMediaInfo Bureau | Mumbai| November 16, 2016
Sony Max has always, through its campaigns, conveyed its love for Bollywood and celebrated this country’s obsession with the ‘filmi’ world. Its new brand campaign reiterates this commitment.
The Hindi movie channel from Sony Pictures Network has rolled out a new campaign that is based on the thought ‘Naaz hai humein apni deewangi pe’. The campaign includes multiple short films showcasing how fans inspired by movies have imbibed the ‘deewanapan’ and encapsulates the country’s obsession with Hindi cinema and its influence on the everyday moments of life.
The TVCs string together the stories of people from different walks of life and depict how extremely passionate movie buffs look at every situation from a 70mm lens. The campaign also attempts to capture the rich pallet of emotions behind various facets of Hindi cinema.
The TVCs, conceptualised by DDB Mudra West, consist of seven distinct situations, including the likes of a young couple eloping with the entire community running behind them and then with a sudden sharp turn they look into the camera and say ‘Ishq karo toh aise karo ki zamana peeche lag jaye’.
Another one is a college graduation ceremony sequence where an Anil Kapoor-inspired student dances her way to the stage to receive her degree, leaving the audience and the professors spellbound sending out the message ‘Entry maro toh aise ki sab dekhte reh jaye’. A rickshaw driver inspired by Hindi movies pulls his collar wide when two pretty looking girls arrive for a ride. With a lot of cheek, he turns them down and says ‘Aur thukrao toh aise thukrao ki choor-choor ho jaye’. Another situation on friendship sees a young man taking a beating for his friend by some goons, as he takes one to the chin he says, ‘Dosti nibhao toh aisi ki misaal bann jaye’. All TVCs end with a voiceover in the end ‘Deewana banate aaye hai, banate rahenge’.
Vaishali Sharma, Senior VP, Marketing, Sony Max movie cluster, said, “The strategic reason to have a fresh campaign is to celebrate the uninterrupted leadership and success of the Sony Max channel over the last 26 weeks. The campaign is a reflection of the influence and impact that Sony Max has had on people’s lives with its movie offerings. The core thought ‘Naaz hai humein apni deewangi pe’ not only showcases the madness that movies instils in every Indian but also takes the deewanapan a notch higher.”
The channel is engaging in a massive television plan across news, regional and music channels (apart from its own TV network) for two weeks to promote the campaign. The marketing plan also consists of a digital leg.
Client: Sony Max
Agency Name: DDB Mudra West
Chairman and CCO, DDB Mudra Group: Sonal Dabral
President, DDB Mudra West: Rajiv Sabnis
Account Management: Sanjay Panday, Makarand Gholba, Mousumi Haldar
Account Planning: Amit Kekre, Mehak Jaini, Jigeesha Nayyar
Creative Team: Rahul Mathew, Nilay Moonje, Manoj Bhagat
Films Team: Vishal Sane, Siddhi Bhopale
Director: Prashant Issar
Production House: Tubelight Films