DDB Mudra's latest campaign for Sony MAX2 rediscovers emotions through iconic movies

Sony MAX2, the Hindi movie channel from SPN, has rolled out its third brand campaign ‘Kuch filmon ka jadu kabhi kam nahin hota', which plays on iconic movies to connect with viewers

by exchange4media Staff
Published - Nov 7, 2017 8:30 AM Updated: Nov 7, 2017 8:30 AM

Sony MAX2, the Hindi movie channel from Sony Pictures Networks India (SPN), has rolled out its third brand campaign ‘Kuch filmon ka jadu kabhi kam nahin hota.’ Created by DDB Mudra, this nostalgic, heart-warming TVC looks to emotionally connect to the audience through iconic Hindi movies.

Upbeat about the campaign, Vaishali Sharma, Senior VP Marketing and Communications, Sony MAX and MAX2, says, “We keep coming out with brand campaigns to provide a sense of differentiation. We are ahead of others in every equity study because of our strong emotional connect with our viewers.”

The TVC film was aired on November 6 and was first released on the channel’s social media accounts on November 3. The channel will also market the campaign beyond the network ‘to expand footprint and get more audience.’ There will be a robust marketing strategy (across TV and digital) for the next four weeks. The channel is also planning an intricate impact and reach-driven digital campaign spread over the launch month.

The film shows a son taking care of his old father, who is undergoing chemotherapy. After having a word with the doctor on his father’s deteriorating health, the teary-eyed son puts on a brave front and meets his father who is getting ready to shave. As the son picks up a razor to shave his father’s beard, the duo start a conversation, exchanging dialogues from iconic Hindi movies.

Sharma shares the brief, “It was about creating a campaign that can resonate with people Through this campaign, the idea was to rediscover emotions through evergreen movies and relive those beautiful memories all over again. For example, this ad talks about the relationship of a father and son who have grown up watching Hindi movies and delve into a fun exchange of dialogues despite the challenging situation they are in. The bond is cherished.”

Rahul Mathew, National Creative Director - DDB Mudra, says, “There’s something about a good story. It stays with you and becomes a big part of your memory. Quite like the films of yesteryears. And with the ‘Yaad Rahega’ campaign we’ve always tried to tell stories that stay with you.”

Sharma feels that the campaign has become even more emotional as it has ‘hit upon the correct insight and bandwidth.’ She adds, “Sony MAX2 is far warmer, more emotional and captivating and gratifying as a brand. So automatically we come up with stories which really touch the heart.”
Along with the mammoth collection of evergreen movies, the channel will celebrate the lives well lived with their key programming initiatives namely ‘Lights Camera Kissey’ and ‘Take 2’ and ‘Sitaare,’ the consumer experiential activation ‘Film, Family Aur Fun’ and unique digital initiative ‘MAX2 Timeless Awards.’

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