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Sony MAX focuses on weekend appointment viewing

Sony MAX focuses on weekend appointment viewing

Author | Suraj Ramnath | Friday, Dec 09,2011 7:30 AM

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Sony MAX focuses on weekend appointment viewing

Multi Screen Media’s Hindi movie channel Sony MAX, has rolled out its latest communication campaign with an exclusive theme: ‘Saare hafte lagey raho weekend pe padey raho’, to promote and strengthen its weekend programming.

The campaign is targeted at promoting appointment viewing on MAX on weekends, when the channel promises to showcase some of the best family entertainers of all times. To promote this, a series of three commercials will be released over the next few days across television, social media and online forums. Each of these humorous films brings alive the central communication theme that says that after a hectic week at work the best way to recharge is to overdose on blockbuster movies on MAX over the weekends.

Created and conceptualised by JWT, the creative agency for MAX, all the three commercials are backed by hilarious scripts, featuring a cricketer, a model and a hawaldar. The campaign highlights the stress in their monotonous and hectic life and how they find a breath of fresh air over the weekend with MAX bringing energising entertainment back into their lives.

Elaborating on the campaign, Neeraj Vyas, Executive Vice President and Business Head, MAX said, “At MAX it is our endeavour to come up with extremely relatable and life-like themes for all our communication campaigns. With our latest weekend campaign ‘Saare hafte lage raho weekend pe pade raho’, we are trying to relieve the monotony of daily life by creating a complete entertainment package on the weekend for our viewers thus making MAX the ultimate movie destination.”

Vyas further said, “We are doing complete 360-degree marketing for this particular campaign by using our own channels like Sony, SAB, MIX, some news channels, kids’ channels and channels which are most popular. Along with this, we are also using hoardings, theaters and the digital platform for this campaign.”

Vyas admitted that competition would always be there and one couldn’t do much about it. “But this move has been taken keeping in mind that weekend is a destination where everyone gets free time and all good movies could be watched and MAX is exactly going to offer that,” he affirmed.
 

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