With the cricket fever ebbing away, Max has decided to steer the momentum garnered from the cricket series to an entirely new band, dedicated to none other than Amitabh Bachchan. The new 5-pm band of Big B blockbusters, starting on September 28, is aptly titled, ‘Mai Hoon Don’. A well thought-out marketing campaign with outdoor hoardings, on-air publicity and print advertisements have been chalked out for the latest initiative.
Referring to the initiative, Tushar Shah, VP – Marketing, Set MAX, says, “The Amitabh Bachchan film festival will show some of the actor’s biggest hits – one everyday from Monday to Friday. In order to gain publicity for this festival, we are launching an ad campaign in a strong mix of creativity and ‘deewanapan’, in line with our baseline, of course. We have chosen Sameer Khan for this particular campaign. We are using well-known dialogues from Bachchan’s movies in a witty style to inform everyone about the festival in a clever and entertaining manner. Lines like ‘Apna paanch baje Amitabh ke saath appinment hain, appinment’ and ‘Amitabh ko pakadna ab mushkil nahin, aasan hai’ bring home this message in a new and refreshing manner.”
In the typical Max style, the outdoors will assume a very important part in all of this. Shah continues, “Outdoor is a very important medium for Max, and we have successfully used it to the optimum level in the past three years. In this particular campaign, you will witness a set of three creatives, which will be sure to create a lasting impression amongst all those who see the campaign. The Max creatives will be extensively rolled out through hoardings, bus-backs, bus shelters, pole kiosks, railway station signage, etc. We would be supporting the new campaign with print ads in dailies and magazines, not to mention mailers (via the internet) for advertisers, viewers and media planners.”
What kind of mileage is Max expecting from the entire effort? Shah asserts, “Max has consistently brought its viewers blockbuster films, time and again through world premiers and properties such as ‘Maha Movie’, ‘Mera Movie’ and ‘Hollywood Hungama’ amongst others. Since June 2004, MAX has assumed the place of No 1 movie channel, across all day parts in 4+ C&S households in Hindi speaking markets.”
NP Singh, Business Head, Max, says, “In our quest to offer our viewers the best of movies and special events after some great cricket, we are now showcasing some of the biggest movies of superstar Amitabh Bachchan in a film festival titled ‘Mai Hoon Don’. Supported by another explosive and innovative marketing campaign, this festival is geared up to give our viewers a truly ‘Deewane Bana De’ experience.”
The Big B excitement seems to have enthused even the planner community as seem quite optimistic about the venture. Manas Misra, Associate Vice President, Initiative, says, “The 5-pm time band has been a reasonably popular time band amongst viewers, as far as movie channels are concerned. Both Max and Zee Cinema have fared significantly well in this slot. And, Bachchan flicks have always been the ‘favourites’ – be it the old wine in a new bottle. As long as Max undertakes a good marketing campaign to go along with these flicks, I think it could be a ratings garnering proposition.”
Prasanth Kumar, Associate Vice President, Maxus asserts, “I think that packaged offerings, provided they are well marketed, go a long way in sparking interest levels and in that sense, I see it as a winning proposition for Max. Plus, Bachchan flicks are greatly popular, and all of these have been super hits in their time. Most importantly, these films don’t have a shelf life. All in all, I would give it thumbs up. It’s a smart way of using the existing software, just by packaging it differently.”
However, Max’s ‘Mai Hoon Don’ Festival would be featuring classics like Shahenshah, Sharabi, Laawaris, Zanjeer, Don, Agneepath, Silsila, Namak Halal, Kala Pathar, Deewar, Trishul, Satte Pe Satta, Muqaddar Ka Sikandar, Kabhie Kabhie and Kaalia.