MSM channels Max and Sab refresh brand promise; launch new campaigns

Multi Screen Media's movie channel Max has refreshed its brand positioning of ‘Deewana Bana De’ to celebrate 11th anniversary. MSM's second Hindi GEC Sab too has also launched a campaign ‘Ab Bache Bache ko Pata Hai ki Asli Mazaa Sab Ke Sath Aata Hai’ to re-emphasise its positioning.

e4m by Khushboo Tanna
Updated: Oct 22, 2010 8:45 AM
MSM channels Max and Sab refresh brand promise; launch new campaigns

Sony Entertainment Television completed 15 years this month and it was celebrated grandly. Incidentally, even MAX completed 11 years of operation in this same month and the channel has come up with a new brand campaign to assert their position of ‘Deewana Bana De’.

The proposition has been used since 2001 and it has been consistently used ever since. “So for the last nine years we have believed in entertaining India with this promise whether it is cricket, movies or events. MAX stands for quality entertainment and makes the passionate of India completely deewana,” says Gaurav Seth, VP, Marketing, MAX.

He added that they decided to do the brand campaign now as they felt that their brand promise needed to be refreshed and re-emphasized. While the channel keeps on doing tactical campaigns to promote the film festivals that they have on their channel, he felt that the larger brand promise had not been communicated in a while.

The last brand campaign for the channel was done three years ago and the current campaign has been conceptualized by JWT. The film currently has a 90 second edit and it will be aired extensively on the network before releasing shorter edits.

During Diwali there are quite a few big budget movies that are slated for release and the channel will tie up with movie theaters during that time. In December, the channel wants to have on ground activities as well.

Since the brand film has been released after a while, the channel feels that it has to do justice to the idea and has spent around 10 to 15 per cent of their annual marketing budget on this brand campaign.

Similarly, SAB has also released its brand campaign with a refreshed positioning of ‘Ab Bache Bache ko Pata Hai ki Asli Mazaa SAB Ke Sath Aata Hai.’ The campaign, which has been conceptualized by Pickle, is on air for the past couple of days.

Talking about the strategy behind the campaign, Anooj Kapoor, Executive Vice President and Business Head, SAB TV, said that families have actually started watching TV together because the content of SAB appeals of the entire family. “In the past two years we have grown 400 per cent and the campaign has been conceptualized on the thought that families have understood and accepted our earlier brand promise. With this campaign we are in a way thanking the viewers,” he said.

The campaign has been launched simultaneously across platforms such as radio, print and digital as well. The channel will have radio spots across radio stations as well to reach out to the maximum number of viewers.


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