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MAX hops from cricket to movies, launches new ad campaign

MAX hops from cricket to movies, launches new ad campaign

Author | Anushree Madan Mohan | Friday, Feb 27,2004 7:16 AM

MAX hops from cricket to movies, launches new ad campaign

MAX has announced the launch of an ad campaign, strategized by Euro RSCG and directed by Prahlaad Kakkar. As a sequel to the Gully Cricket ad featuring Kapil Dev and a nukkad boy, the new ad film explores the equation yet again.

Rajat Jain, Executive Vice President and Business Head, Set MAX, says, “The baseline for MAX has always been Deewana Bana De. And to our credit, we have been associated with the two things that evoke the most passion in India, cricket and cinema. In 2003, our main focus was on cricket and our communication was geared towards the same. In 2004, we are choosing to focus on films instead, since our core proposition revolves around quality Hindi films. We have acquired new titles to supplement our communication.

“When the Kapil Dev Gully Cricket commercial was launched during the World Cup, it was really appreciated, and the reason was the equation that Kapil Dev and the little boy shared on screen. The competitive spirit displayed by the young boy was the striking part in the entire commercial and we decided to elaborate on the same in the new TVC (the only exception is that we are translating it into passion for cinema, in place of cricket).”

What about brand association and Kapil Dev? Does it gel with films? Jain replies, “That’s the beauty of the creative. While I can’t disclose what the TVC looks like, I can assure that it’s a take-off from the previous one and it would be just as brilliant as the earlier effort. Kapil Dev as a brand ambassador evokes a certain kind of feeling in people, which is a great brand fit for MAX. People feel passionately about him. And MAX is all about passion or rather, Deewanapan.”

Ashok Karnik, Senior VP (Creative), Euro RSCG asserts, “We are keeping both the planks alive, cinema as well as cricket through a brand ambassador like Kapil Dev. With the multitude of movie channels present today, the challenge was to build a differentiator for MAX. And the new TVC promises to be just that. It’s an entire campaign that’s lined up around Deewana Bana De and would extend to print, radio and outdoor. The passion of cinema… what better way to translate it than through a channel like MAX? The commercial will be seen towards the second week of March and I am sure that the viewers would take a fancy to it.”

Would there be more of television commercials released for MAX, as a part of this campaign? Would all of them feature Kapil Dev? Karnik says, “Well, we have a couple of television commercials scheduled but Kapil is not a part of them. But we expect this particular commercial to take off MAX’s communication to the next level and add on to what we achieved during the cricket fever.”

On another tangent, which are the new flicks airing on MAX? Jain answers, “We have movies like Gangajaal, Tere Naam, Koi Mil Gaya, Baghban and Qayamat lined up. We are making it a point to telecast a premiere movie once every month. In addition, our Mera Movie offering seems to be working extremely well, since there are no ad breaks to interrupt viewing pleasure and viewers seem quite taken by the idea. We have been receiving good ratings for the same.”

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