In the spirit of Valentine's Day, MAX has launched a film festival titled 'Dil Se Dil Tak,' dedicated to those with the romantic spirit. The festival showcases big titles such as Dil, Na Tum Jano Na Hum, Maine Dil Tujho Diya, Kuch Kuch Hota Hain, Kasam and Mann. All of the films would be telecast from 5 pm onwards and the festival would go on till the 25th of this month.
Says Albert Almeida, Executive Vice-President and Business Head, MAX, "The 5 pm band is a fertile slot and an under-utilised one. This business is about identifying the right audiences, packaging titles and promoting them appropriately. In this case, our audience analysis shows that the time slot attracts a large number of youngsters below the age of 25 years. And when the season's just right, it makes sense for us to launch a film festival titled 'Dil Se Dil Tak.' The festival is being backed by a multi-pronged campaign. The commercials come as clichés on love (as depicted in various Hindi films). We have also some interesting advertisements running in all prominent newspapers (vernacular as well as English). We have a radio commercial running on Red FM and a few other stations." If that's not all, MAX has branded heart shaped balloons being distributed across all major youth hangouts, in addition to a van campaign, which spins across 30 cities.
Almeida adds, "The entire festival revolves around one theme Aaya Pyar Ka Mausam and we are showcasing a strong mix of romantic family entertainers that gel along with the base-line such as Kuch Kuch Hota Hai, Kaho Na Pyaar Hai, Chori Chori Chupke Chupke and Kahin Pyar Na Ho Jaaye. All of them are big titles, with big stars. They pay ode to the universal emotion that we all know as love. We reflect the passions of a cinema crazy nation and the festival is our attempt to give our young audiences an opportunity to indulge themselves with some of the most romantic films on their favourite movie channel."
Almeida says, "Ordinarily, we would title big titles with some interesting titbits and trivia but in this case we are dealing with a subject as sensitive as love and such an endeavour seems inappropriate. I feel that as far as 'Dil Se Dil Tak' is concerned, uninterrupted viewing would hold the strongest entertainment factor. " Dil Se Dil Tak has Ariel as the title sponsor, while the associate sponsors are Seagrams 100 Pipers, Wondermarble, Trophy Gold Basmati Rice, Asian Paints, Cadburys, Phillips, Sony Erickson and McDonalds.