SET Max has unveiled a new campaign that takes forward its promise of ‘Deewana Bana De’. The campaign seeks to whip up ‘filmi’ fervour and ‘possess its viewers’ – a promise to strive in fulfilling both content and communication. TBWA\India is the creative agency behind the campaign.
The marketing communication has been split into two phases, where TV and cinema will drive Phase I, and radio and the Internet will form Phase II. The communication comprises four standalone films, which have been shot by Rising Sun Productions, with Aniket Shirke as the Director.
Commenting on the marketing strategy, T Gangadhar, Head-Marketing, Max, said, “The strategy is to become the homepage for Hindi movies on television. Max has always endeavoured to stay relevant and differentiated in terms of content as well as imagery. Max is young, dynamic and premium, and these are attributes that we want to keep strengthening through every initiative.”
The TVCs depict different situations that bring out the ‘filmi’ craze of people – like a man giving directions to a location using Hindi film names; a man touching the feet of his parents while mouthing Hindi film names; a lady buying vegetables in a ‘filmi andaz’.
According to Gangadhar, given the boom in media space and commoditisation of the television business, the challenge would be to continue maintaining Max’s relevance and differentiation.
He further said that that approximately 20 per cent of the marketing budget would be for promoting this campaign, which will run for eight weeks.