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Max Fashion shows the ‘way out of a tricky situation’

The latest commercial conceptualised by JWT with the concept ‘Endless Ways’ shows how Max plays an essential role in settling small moments of distress by offering affordable yet remarkably trendy fashion

Click on the Image to watch the TVC.

Max Fashion in its latest TV commercial has redefined fashion by addressing the fashion appetite of the contemporary youth. The film conceptualised by JWT leverages the insight that there are endless ways to win your partner back after a tiff.

The concept of ‘Endless Ways’ comes alive in the TV commercial as it shows a young couple having a potential tiff, which ends with smiles all around, as Max saves the day with its endless looks.

There are small moments of disagreement in all our lives that can be quickly resolved with a gesture of love. Max plays an essential role in settling these smaller moments of distress by offering affordable yet remarkably trendy fashion for every member of the family. The brand has used this insight as the inspiration for the campaign by positioning itself as a ‘way out of a tricky situation’ in the film.

Speaking on the campaign, Jiten Mahendra, Vice-President, Marketing, Max Fashion, said, “Max Fashion is in its 12th year in India and is present in over 70 cities and 180 stores across India. The brand continues to reinforce its role in facilitating fashion by delivering a convergence of fashion and value. The ad film is targeted to appeal to the young Indian contemporary family and how Max continues to play a pivotal role in simple everyday situations.”

“For Max, this being its third TV film, it was important to continue the journey of humour, fun and style. We decided to give it an angle that is not only different but also stands out in terms of fashion and music treatment. We really hope you enjoy the TV film and it leaves you with a smile,” mentioned Vivek Kakkad, Director, Curious Films, the production house that has shot the film.

Senthil Kumar

Sharing his views on the creative thought process behind the TVC, Senthil Kumar, Chief Creative Officer, JWT, said, “This is Max Fashion’s third TVC and second season of the ‘Endless Ways’ campaign. It was important to continue the journey of humour-led human stories and showcase ‘over 3,000 different styles to choose from’ as it perfectly reflects the brand’s personality. Max being a brand that is fashionable yet affordable, fitted in seamlessly with the campaign idea of ‘Endless Ways’ while also subtly establishing itself as a brand that brings people together.”

The Commercial:


  • Client: Max Fashion
  • Creative Agency: JWT Bangalore
  • Head of Agency: Kishore Tadepalli
  • Chief Creative Officer: Senthil Kumar
  • Client Servicing: Sandeep Shah
  • Production House: Curious Films

Director: Vivek Kakkad


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