MAX's new brand campaign to ascertain 'Deewana Bana De' promise

Aimed at refreshing its brand promise of Deewana Bana De, MAX has announced an extensive 360 degree brand campaign aimed at positioning itself as the channel which fulfills the entertainment passion quotient of its audience by bringing the best in class movie blockbusters and cricket. The campaign kicked started on 11th October with the premiere of the short film "Sheesha".

The TVC is about a man called Sunder who is obsessed with looking at himself in the mirror, or any shiny space for that matter. Admiring himself is his only passion, till he is introduced to MAX, which overwhelmingly overrides his previous passion making him a Deewana of MAX.

The commercial is for 90 seconds which may be too long and may reduce the impact. The commercial could do without a few scenes and get to the point faster. Overall, it is a good effort and does have a laugh-out-loud and subtle humorous appeal to it.

Commenting on the brand campaign, Gaurav Seth, Vice President Marketing & Communications, MAX, said, "MAX pioneered the creation of distinct brand imagery in the media space with the tag line "Deewana Bana De'. Time and again we have strengthened our brand proposition with interesting campaigns, positioning MAX as a passionate entertainer whose communication always reflects the twin passions this country has ' Hindi Cinema and Cricket. We are confident the short film Sheesha will yet again capture and reflect the passion of our pan Indian audience."

The film is shot in Lucknow. The brand film is directed by ace ad film maker Pushpendra Mishra of Flying Saucer Films, who has shot many successful ad campaigns. | By Janees Antoo [janees(at)adgully.com]