Sony MAX 2, the Hindi movie channel from Sony Pictures Networks India (SPN), unveiled their second campaign consisting of two short TVCs on Facebook. Conceptualised by DDB Mudra (in three months), the videos synthesise dialogues from classic movies into the storyline of modern context. The first TVC shows how a young couple celebrates their marriage anniversary where the speech-impaired wife enacts the romantic number, ‘Pehla Nasha’ for her anxious husband.
The second TVC celebrates the strength of a long-enduring relationship, wherein an old couple shares a light moment with their grandchildren when they are asked about their love affair in their younger days. These TVCs engrave MAX2’s refreshed positioning in the minds of its viewers and help the audience develop an instant connect.
Following Facebook, the campaign went on air yesterday on the network’s channels. “Outside our network we have tapped into huge mix of channels including news, regional and music. Our print ad also came out yesterday,” says Vaishali Sharma, Senior VP Marketing and Communications, MAX and MAX2. The print and a digital campaign is spread over the next one month while TVCs.
With this campaign, the channel has revisited the tagline and changed it to MAX2 Yaad Rahega from ‘Jab Dekho Tab Naya.’ “This was basically to strengthen our position,” shares Sharma.
The brief given to the agency was about rekindling the love for great iconic cinema. “MAX2’s brand positioning is about timeless movies creating meaningful entertainment. How do you continue to rekindle that love for great iconic cinema? How does our brand create an impact in your present life? That’s what the campaign is all about. So the brief was how do we really continue to help people discover the magic and innocence of yesterday’s films and infuse our moments today with that magic?”
She lays down the objective for the brand campaign, “Since we are a fairly young brand (two years old) we need to keep strengthening our position, create that differentiation (for brand), bring fresh perspective (to our positioning) and climb the growth trajectory path to appeal to more and more viewers. It also needs to be noted that unlike Sony Max we don’t do premieres. Also the timing has more to do with the recent addition of fresh content to the channel’s library like ‘Chasme Baddoor’, ‘Julie’ and ‘Ek Duje Ke Liye,’ among others. It was the right opportunity for us to use the root of brand equity and bring alive the essence of the brand through the campaign.”
The campaign which has been targeted at metros and urban centres, has so far generated a positive response on the social media platform.
Talking about Sony MAX2 as a brand, Sharma says that the brand has created a space for itself ‘in a clutter of so many movie channels and is growing steadily.’ Also the channel in the first year itself has managed to break even and according to the recent BARC data is ahead of the competition in the category of channels that showcase classic movies. “We have been number one in terms of reach. In a way we have grown the category. Before the launch of MAX2 I don’t think anyone had taken this category seriously,” offers Sharma, who believes there is a huge audience for this category.
Neeraj Vyas, Senior EVP, Sony MAX and Sony MAX2 further adds, “We launched MAX2 with the core
objective of addressing a set of untapped audience between the age group of 25 to 45. This set of
audience is slightly more evolved and demands a right mix of movies from different genres and from
a different day and age. We have understood this need and fulfill it with MAX2. On the revenue front
hopefully, we should be able to see a growth of 50-70% over last year for MAX2.”
The marketing strategy for the channel as Sharma specifies is building distinctive positioning. “In the first year we did the first online digital awards for iconic films. This year the focus is on this brand campaign. Couple of months we will be coming up with engagement activities. That’s how we keep our brand top-of-line and continue to create emotional equity with our audiences. We have increased the marketing budget decently,” she shares. Interestingly, the channel gets huge traction from both metros and Tier-1, 2 and 3 cities which indicates the huge scope of this genre.