MAX unveils new brand campaign 'Ab Khulkar phailegi Deewangi'

The new campaign thought is an extension of channel's positioning and talks about how there is a little bit of filminess in all of us and amongst all age groups

by exchange4media Staff
Published - Dec 18, 2014 10:52 AM Updated: Dec 18, 2014 10:52 AM
MAX unveils new brand campaign 'Ab Khulkar phailegi Deewangi'

MAX, the premium Hindi movies channel rolled out a new campaign to promote and spread the channel’s tagline ‘Deewana Bana De’. The new campaign thought “Ab Khulkar phailegi Deewangi” is an extension of channel’s positioning and talks about how there is a little bit of filminess in all of us and amongst all age groups.  Filmed in a very indigenous setting the campaign has 3 different TVC’s which are a visual manifestation of how deewanapan can add flavor to ordinary moments in life. 

The campaign conceptualized by DDB Mudra showcases how the extremely passionate movie buff relates and gets influenced by movie characters, dialogues, music, scenes and how all this deewangi percolates down to his daily life. The first TVC shows how an extremely slow tuk-tuk driver gets charged-up by listening to the ‘Dhoom’ song tune and starts cruising through the road in full speed. The second TVC shows bridesmaids along with an old aunt making a war cry for the bride ‘Chak De’ to perk her up from the anxiety of her suhagraat. The third TVC shows how a furniture showroom salesman bitten by the Bollywood bug replicates the iconic Zanjeer movie scene while attending a customer. The films have a very subtle humorous appeal, which is sure to create an immediate connect with audiences. These brand films are directed by ace ad film maker ¬¬¬¬¬¬¬¬¬¬¬Anaam Mishra from Crome Pictures.

Commenting on the launch of the new brand campaign, Neeraj Vyas, Sr. EVP & Business Head, MAX said, “MAX has a special place in the mind & heart of our viewers and our new campaign is an attempt to keep doing that. The campaign reflects the special significance that movies have on people and how life can be enjoyed by infusing a bit of drama in our mundane lives. It reinforces our belief that movies are extremely close to people’s daily life.”

Vaishali Sharma, VP Marketing & Communications, MAX, said “This campaign is a refreshingly new interpretation of our long running ‘Deewana bana de’ proposition. The brief was to continue to make the brand relevant to our viewers and showcase the highly contagious passion for Hindi films which is widespread across all spectrums of people.”

Sonal Dabral, Chairman & CCO, DDB Mudra Group, said, "India is a country passionate and obsessed with ‘Bollywood’ and what better way to capture this unique obsession than by coming out with a campaign which pays homage to Indian cinema. The new campaign is all about infecting people with passion and love for this great Indian cinema and to encourage people to see the lighter side in every walk of life.”

To promote the campaign launched on 15th December, the channel is engaging in a massive television plan across 32 channels (apart from its own TV network) for over 3 weeks. The 360 degree marketing plan also includes a digital campaign, WIS TV (in Gujarat) and cinema across key markets spread over the next 1 month.
 

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