Max goes in for another signature makeover

MUMBAI: Whatever the logic, Max, the sister channel of SET, has once again changed its signature - to 'Deewana Bana De'. Max, carved out of SET to give both channels a distinct focus, had been positioned as a channel 'Where your heroes belong' in April 2001.

Then Max executive V-P Kacon Sethi had said that the world of Hindi cinema and cricket share a common platform on Max. The forthcoming cricket season on the channel, the new brand ambassador in the form of Kapil Dev and the growing emphasis of the channel on events as well seems to have coaxed SET top brass into thinking that 'Deewana bana de' will be more appropriate in encompassing the excitement, cricket action, passion and entertainment that the channel offers.

The line, conceptualised and developed by Euro RSCG, is intended to symbolise passions and aspirations of the viewers, according to Max business head Rajat Jain. The line has been appearing on all advertising, promotional and programming material for Max since August. The slew of new shows on the channel, including the Ruby Bhatia anchored Cricket Masala and Kapil Dev's Kapil Dil Se are critical to the mood that the channel is trying to create prior to the ICC Champions Trophy that will be telecast on the channel from next week (12 September the tournament kicks off).

While Max's focus last year lay in the territory of films - acquiring blockbusters like Kaho Na Pyaar Hai, Mission Kashmir and Hera Pheri, as well as Yash Chopra's films, the focus has now shifted to 'cricket, movies and events'. The effort since last year has been to project Max as being on par with and not an appendage of SET, and the new look that Max acquired in January 2002 as well as the new signature it has recently given itself are all aimed at reinforcing that message.

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