BANGALORE: Value fashion retail chain Max from the Dubai based Landmark Group’s Lifestyle International (P) Ltd stable will run a campaign to promote its Autumn Winter collection 2010.

The campaign, created by JW, includes screening of audio-video clips in multiplexes and point of sales, radio jingles, advertisements in the print media as well outdoor billboards and BTL initiatives that help connect with the youth.
 
“Max is the brand that is synonymous with international fashion and has a youth cult following in the country,” said Max Executive Director Vasanth Kumar while speaking with www.indiantelevision.com at a conference to announce Max’s association with a beauty pageant-The Max Miss Bangalore 2010 which will be held on 15 October.
 
"We spend around 4 per cent of our annual revenues on campaigns, promotions and brand building,” revealed Kumar.
 
With 35 stores in India, and each having an average revenue of about Rs 80 million, the brand spends over Rs.110 million annually, according to industry sources. Max plans to double its store count to 70 in the country over the next 12 months, said Kumar.