MAX's branded post card

Max business head and executive vice-president Rajat Jain said, "These post cards have been branded with a MAX logo and are being sold across the counters in post offices across 31 key towns and cities."

On the strategy to use post cards, Jain said, "Today, postcards are used all over, and especially in smaller cities and towns and also the villages. The fact, the only means of postal communication that really penetrates the deepest and remotest part of the country is the post card. The fact that
we are using post cards is also reflection on the strength of the distribution of MAX."

The post card, apart from carrying MAX logo, also promotes the 5 pm movies on the channel with a message: Har shaam paanch baje dekhiye.

"The choice of 5 pm movies was natural as in terms of content and communication, this day-part is designed to appeal to the larger sections of the Hindi heartland audiences. MAX is always on the look-out for non-conventional high-impact media and opportunities and you will agree that post cards fit the bill extremely well," said Jain.

The development follows the introduction of the concept of only one commercial break in all its Mera Movie screenings recently. With only lone interval, as experienced in cinema halls, the channel worked on the initiative to offer viewers with a cinema-hall-like movie-viewing experience in the comfort of their homes.