MUMBAI: Multi Screen Media (MSM)‘s Hindi movie and special events channel Max has launched a new campaign highlighting its weekend programming. The campaign promotes the idea of taking a much deserved break in weekends after slogging for the whole week.

Created and conceptualised by Max‘ creative agency JWT, the theme of the campaign is ‘saare hafte lagey raho…weekend pe padey raho‘.

The communication is targeted at promoting viewership on Max on weekends when the channel claims of showcasing some of the "best family entertainers" of all times.
 
Max EVP and business head Neeraj Vyas said, "At Max, it is our endeavour to come up with extremely relatable and life-like themes for all our communication campaigns. With our latest weekend campaign ‘Saare hafte lage raho…weekend pe pade raho‘, we are trying to relieve the monotony of daily life by creating a complete entertainment package on the weekend for our viewers thus making Max the ultimate movie destination."

To promote this, three films will be released over the next few days across television, social media and online forums. Each of these films bring alive the central communication theme that says after a hectic week at work the best way to recharge yourself is to overdose on blockbuster movies on Max over the weekends.