Sony Max2, the Hindi movie channel from Sony Pictures Networks India (SPN), has rolled out its latest TV campaign highlighting its brand essence, ‘Kuch filmon ka jadu kabhi kam nahi hota’. The TVC, created by DDB Mudra, showcases the magic of iconic Hindi movie dialogues that still have an aura and impact.
The TVC depicts the touching bond between a father and son wherein the son takes care of his old father who is undergoing chemotherapy in hospital. After having a word with the doctor about his father’s deteriorating health, the teary-eyed son puts on a brave face and meets his father who is getting ready to shave. As the son picks up a razor to shave his father’s beard, the father teases him in a filmy way by saying ‘Yeh bacchhon ke khelne ki cheez nahi, haath kat jaaye toh khoon nikal aata hai’ from the classic Waqt, to which the son has a witty comeback from the movie, Tiranga ‘Na talwaar ki dhaar se, na goliyon ki bauchaar se. Banda darta hai to sirf parvardigaar se’. The banter between the father and son continues. Looking at his ailing father, the son breaks down. To cheer up his son, the bed-ridden father steps in to lighten up the moment, saying, ‘Zindagi aur maut uparwale ke haath hai jahanpana’, making his son smile.
Speaking about the thought behind the campaign, Vaishali Sharma, Senior VP Marketing and Communications, Sony Max and Max2, said, “Sony Max2 is a brand which has been around for three years now and while we have grown very fast in these three years, our personality, brand essence, positioning and product offering is very different from what other movie channels offer. So, the objective of this new campaign was to continue strengthening this brand differentiation and our promise to consumers.”
The campaigns from Sony Max’s stable have always been fun but this one takes the emotional route. Sharma said that the emotional touch in this campaign stems from the brand truth.
“Sony Max2 as a brand is very different and the campaigns that we do stem from that personality. It is all about being warm, captivating, gratifying, it is about emotions and memorable dialogues. So, Sony Max2 is about human emotions that may bring a smile to your face or tear to your eyes but is warm and will touch your heart,” said Sharma.
Rahul Mathew, National Creative Director, DDB Mudra, put the emphasis on a good story and how they used that in this campaign.
“There’s something about a good story. It stays with you and becomes a big part of your memory. Quite like the films of yesteryears. And with the ‘Yaad Rahega’ campaign we’ve always tried to tell stories that stay with you,” said Mathew.
Elaborating on the media plan for the new campaign, Sharma said that the TVC will be promoted across platforms and channels.
“Currently, we have just broken the campaign on our channel. We will go across platforms and genres like news and regional channels. We will be pushing it on the digital medium as well,” said Sharma.
Sharma admits that there isn’t much competition when it comes to the sort of movies Sony Max2 offers the viewers and that they have been the leaders in the segment.
“While there are the three big channels–Sony Max, Zee Cinema and Star Gold–Sony Max2 is very integral part of the middle chunk of channels. It is also true that we don’t have a large competitive set. There are only two players in this segment and between these two players we are ahead and we have been the leaders last year and this year as well and as the leader we have been able to grow the category as well,” said Sharma.
Client: Sony Max2
Agency Name: DDB Mudra West
Executive Director, DDB Mudra Group and Managing Partner, DDB Mudra West: Rajiv Sabnis
National Creative Director: Rahul Mathew
Creative Team: Nilay Moonje, Suman Adhikary, Vikas Gaur, Gunjan Gaba
Account Management: Sanjay Panday, Makarand Gholba, Mousumi Haldar, Srikusum Rai
Account Planning: Amit Kekre, Mehak Jaini, Nainika Chauhan
Film Team: Vishal Sane, Siddhi Bhopale