Max turns red to celebrate 11th anniversary; launches new brand film

MUMBAI: Max is completing 11 years of existence on 11 October. For celebrating its anniversary, the channel is launching a new brand film, reaffirming its tagline – “Deewana Bana De”.

The channel is also donning a new “Red” look coinciding with the festive season.

“Max as a brand is very vibrant, providing the best of Hindi Cinema and cricket (IPL). And we want to give our viewers the experience which makes them ‘Deewana’ of Max,” says Max VP and head –marketing Gaurav Seth.

The theme of the channel is being changed. "The colours, look, promos are changed to red to reflect the festive mood,” Seth explains. “We do not believe in changing our logo, it is our identity. But, as a part of our brand identity, we change the look and feel of the channel regularly. Like during IPL, we change the theme and colour of the channel to blue.”
The channel will also launch the new brand film, created by its agency JWT on 11 October. The film tells the story of a normal guy from a small town, who has only one passion – to gaze himself in the mirror.

In a humorous way, the 90-second film portrays the story of this guy, Sunder, who after introduced to Max, forgets his passion of looking at mirrors and becomes an ardent Max fan.
It is after a long gap that Max is launching a new brand film. Seth says, “This is after a gap of 2-3 years we are launching a new brand film. Unlike other media channels, we are investing in brand, and not just properties.”

On the reason of taking a dig at a small town guy, Seth adds, “Our consumers majorly reside in small towns and are mainly middle class Indians. They live simple life, and have simple passions. Off course, the film has a touch of humour and exaggeration but it simply states that the passion for Max overrides all other passions anyone has.” 
Initially, the brand film will run on the network channels of Multi Screen Media (previously Sony Entertainment). This includes Hindi general entertainment channel (GEC) Sony Entertainment Television (Set), Sab and English movie channel Pix, apart from Max.

Later, the channel will partner with multiplex chains for theatrical release of the brand film during cinema. It will also launch on-ground activities, for which plans are being firmed up.

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