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Sehwag teams up with MAX to make everyone ‘deewana’

12-August-2005
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Sehwag teams up with MAX to make everyone ‘deewana’

MAX knows only too well India’s ‘deewanapan’ over cinema and cricket. First it was Kapil Dev and Sameer Khan who drove home the message that watching MAX can have a spellbinding effect. Now Virendra Sehwag – MAX brand ambassador – will do his bit in communicating the same message.

Directed by Prahlad Kakkar and conceptualised by Euro RSCG, the campaign is a sequel to the last two films featuring Kapil Dev and Sameer Khan.

Explaining why Sehwag was chosen for the campaign, Albert Almeida, Executive Vice-President and Business Head, MAX, said, “Zeroing in on Sehwag is justified as he epitomises passion and he has a peculiar style of wearing his heart on his sleeve. His passion for the game and for movies gels well with MAX’s passion for movies and cricket.”

Agreeing with Almeida, campaign director Kakkar said, “This is an ongoing campaign. Everyone knows that the two things that make the country ‘deewana’ are cricket and movies. MAX and Sehwag are both passionate for movies and cricket. The association is just too perfect.”

Elaborating further, Almeida said, “Through this campaign, MAX endeavours to further reinforce its promise of being the premium movies and special events channel that showcases the best of movies and cricket events.”

MAX has rights for many blockbusters like Hum Tum, Dhoom, Koi Mil Gaya among others. Moreover, it also has unique properties like Maha Movie, Extra Shots, Hollywood Hungama, Super Cinema, etc. Its most recent offering is the ‘Sunday Houseful’ property, through which three big movies are shown back to back on Sundays.

Almeida divulged that MAX had a contract of two years with Sehwag with the right to extend it by another three years.

When asked about any plans to rope in Sachin Tendulkar as the brand ambassador of MAX, Almeida said, “There are no such plans as of now. However, one never knows.”

MAX has not roped in any Bollywood personality as a brand ambassador either, though Almeida said that quite a few stars were associated with the channel through different ways.

On Sameer Khan’s importance in the campaign, Almeida said, “Sameer Khan brings out the attitude, youthfulness and boyish irreverence, which happen to be some of the values that MAX embodies.”

The campaign aims to bring to life the passion for movies and cricket. It shows that watching movies on MAX can even have an impact on Sehwag.

Come October and the nation will be engrossed watching the ICC Super Series in Australia, which will have three One-Day Internationals and one super test. As MAX airs it exclusive and live, it surely is all set to make the cricket-crazy nation even more ‘deewana.’

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.