MUMBAI: Last time on, the channel made a sucessful street campaign with Kapil Dev, this time they have Mandira Bedi to do the encore.

Max has signed up Mandira Bedi for a 11 city event Mandira Aapke Ghar to promote MAX's innovation the in-film infotainment- Extraaa Shots.

In the past year, the channel has seen some exciting ground promotions, which have helped the channel to consolidate its position as the cricket channel. This year, it looks like the channel is up to promote its movies.

The next unique ground promotion with Bedi in tow. MAX executive vice president and business head Rajat Jain was quoted in a company release saying, "We plan to take the deewanapan of movies and events to MAX viewers across the country in key cities and towns, with Mandira Aapke Ghar." Mandira has been associated with two of MAX innovations, Extraaa Innings and Extraaa Shots.

The event will be flagged off on 10 January in Ludhiana and across the next three months. Bedi will be visiting the homes of viewers shortlisted from the on-air contest and spend exclusive time with their families. "The big idea is to take Mandira to the ground, to meet and connect with MAX viewers who are also her great fans, and to increase the saliency of MAX, which has always believed in innovative and personalized promotions and ground events," says Jain.

"Mandira has become a new-age icon representing the aspirations of millions of women who are coming out of the kitchen and of age, as it were. She has established herself as a firm favourite in the hitherto male territory of Cricket presentation. Glamorous yet real, beautiful, intelligent, charming, assertive and enduring -- these are some personality traits we believe Mandira shares with our channel," offered Jain about Bedi's selection.

Mandira connects with every kind of viewer and we are confident that on-ground too, she will be as happily received as she has been on air," Mr Jain said, adding, "I am sure MAX and Mandira will continue to do a lot of great work this year too, and Mandira Aapke Ghar is a great way for MAX to begin 2004", adds Bedi.

Says Mandira Bedi, "I've always felt I'm part of the MAX family, so this contract is formalizing a lovely relationship. I'm sure we'll be able to do a lot together! I'm looking forward to more good things with MAX!"

Mandira will be visiting the homes of viewers shortlisted from the on-air contest. Around two to three winners have been shortlisted, every city.

On her forthcoming visits to Ludhiana and Amritsar Bedi said, "For me, visiting the homes and cities of MAX viewers will also be my way of saying 'thank-you' to all my fans who have had such a big role to play in my success not only on MAX, but in everything else that I do." She said that she was very happy to have signed up with MAX, "because this is a channel that combines the two biggest passions of entertainment - Movies and Cricket, both of which are also my own favourites."

"we have some more exciting and interactive avenues that will have Mandira and MAX take the passion of Movies and Events to our millions of viewers across the country," added Jain.

City-wise schedule of Mandira Aapke Ghar