MAX, the movie channel from SET bouquet, has launched an on-ground activation campaign – ‘Sabse Bada Deewana’. The activity is an extension of MAX’s brand promise of ‘Deewana Bana De’ and is expected to continue from June to August 2006.
It may remind some of STAR Gold’s ‘Sabse Bada Fan’, which is an affiliated award of the property ‘Sabse Favourite Kaun’, but MAX Business Head, Albert Almeida, clarified that nothing about ‘Sabse Bada Deewana’ was unprecedented. He said, “MAX’s brand promise is about passion and that is where ‘Deewana Bana De’ comes from. We are taking this promise forward.”
He further said, “The idea is that real life and reel life are connected and people truly are fans of what MAX offers – movies. We are looking for the most passionate fan through this activity.”
The activity will be taken across Lucknow, Jaipur, Bhopal, Mumbai, Surat and Kolkata. There is one audition planned for each city and Sajid Khan would be present at these auditions. Six finalists would be shortlisted at the end of the activity, who will be converted into human interest stories and played on the channel as fillers. Viewers would be invited to choose the ‘Sabse Bada Deewana’ among these finalists via votes.
Some examples of how passionate the fan can be are seen in the multimedia communication that has been created around the activity. Speaking more on the need to initiate an activity like this, Almeida said, “The challenge for us has been moving beyond the conventional television place. This on-ground activation of taking the idea of ‘Deewanapan’ to the viewer and then rewarding the biggest ‘Deewana’ helps us in achieving that. Even the selection of prizes have been done to ensure that we fuel that passion further – we are giving home theatre systems to the six finalists, which would enhance the viewing pleasure, while the biggest ‘Deewana’ will get tickets for all new Hindi movie releases for the next five years.”
Till August 2006 the channel would be concentrating on its movie offering via this activity and other related initiatives. Almeida informed that from September the focus would shift to the other property from the channel – that is, cricket – keeping the Champions Trophy in October in consideration.
Almeida asserted that MAX’s new initiatives had done a lot of good for the channel. “If you look at the numbers, we are running neck-to-neck with our competition that has been the leader traditionally. In fact, in the last week, we were the clear leaders, so, in fact, our recent steps have helped MAX to come back to its rightful share and position and we hope to further strengthen MAX’s position as a premiere movies channel,” he said.
Max on the lookout for India’s ‘Sabse Bada Deewana’ with Sajid Khan