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Maxima TVC portrays company’s shift to ‘aspirational youth’ segment

19-May-2004
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Maxima TVC portrays company’s shift to ‘aspirational youth’ segment

In an initiative to target the ‘aspirational youth’, Maxima Watches, after a gap of six years, has come up with a new TV commercial. The message this around is that watches are no more a utility item.

“Maxima Watches is being re-launched. We are keeping in mind an enhanced brand image, which showcases Maxima Watches as a value-for-money brand, but still targets the aspirational youth. It is just that we are bringing a youth imagery in the brand image”, said Manjot Purewal, Partner, Maxima.

To showcase the ‘aspirational youth-centric’ strategy, Maxima has a new TVC made with Everest Integrated Communications. “The ad, which is currently being featured in leading news channels and other prominent channels, is expected to generate a lot of positive response”, said Bhavna, Media Supervisor, Everest.

The advertisement kicks up on a dry note but interestingly leaves the viewer asking for more. The protagonist--a young, middle class, carefree, bloke, relishing coffee at a café, alone. While sipping coffee he is enjoying the pleasant surroundings through a window of the café. Enter the woman, a free-spirited person who walks by the pavement, followed by the amorous eyes of the bloke. Unaware that she has stepped on a vent, she tries hard to hold her skirt down. She does and moves on believing that this went unnoticed. But the person at the café has seen it happen. He realises that he has this incredible watch that can put back the clock, so to say. Sporting an indulgent-smile, he rewinds the watch, sits aplomb, only to get a blissful replay of the immortalised ‘Marilyn Monroe act’. The voice over: ‘ghadiyan aisi ki waqt bhi unka paaband hai’ is spontaneous.

“Basically, it was all about cutting the brand imagery in the youth sector. Y&R tool BAV (Brand Asset Valuator) strategy-used for pitching for Maxima has helped us arrive at the value styling platform and the entire creative execution hinges on it,” said Amitabh Lahiri, VP and Branch Manager Delhi, Everest Integrated Communications.

Speaking over the brief and how the creative got together, Milind Dhaimade, Executive Creative Director, Everest Integrated Communications, Mumbai, said, “We were entrusted upon with the objective to get the Maxima brand back on the top of mind of the trendy and aspirational youth”. Elaborating on the titillation virtue of the advertisement, Dhaimade explained that many a times a youth wants to re-live his/her part of past.“ We have tried and hammered down ‘do the right thing at the right time’ characteristic in our youths. We want the youth to be proud after wearing a Maxima Watch, avers Dhaimade. And the agency feels it has struck the right chord by clinging to the seriously aspirational youth, and not just mood-fling types.

Maxima watches had a 15 per cent volume of sales in 2003-2004 and an ad-spend of Rs 5-6 crore has huge hopes and aspires to leave a lasting mark. Everest had launched Maxima in India in 1997.

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