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Max's fresh take on contemporary urban lifestyle

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MUMBAI: Max Fashion recently launched its latest TV commercial. The film has been conceptualised by JWT and leverages the insight that there are endless ways to win your partner back after a tiff. 

There are small moments of disagreement in all our lives that can be quickly resolved with a gesture of love. Max plays an essential role in settling these smaller moments of distress by offering affordable yet remarkably trendy fashion for every member of the family. The brand has used this insight as the inspiration for the campaign by positioning themselves as a ‘way out of a tricky situation’ in the film.

Max Fashion VP – marketing Jiten Mahendra said, “The ad film is targeted to appeal to the young Indian contemporary family and how Max continues to play a pivotal role in simple everyday situations.”

“For Max, this being its third TV film, it was important to continue the journey of humour, fun and style. We decided to give it an angle that is not only different but also stands out in terms of fashion and music treatment. We really hope you enjoy the TV film and it leaves you with a smile,” Curious Films director Vivek Kakkad said.

JWT chief creative officer Senthil Kumar commented, “It was important to continue the journey of humor-led human stories and showcase ‘over 3000 different styles to choose from."

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