Mumbai: MAX released its latest brand campaign on 20 January. Titled ‘Talking Films’, it gives a whole new meaning to the adjective ‘film buff’ or in MAX language ‘deewana’. MAX has unveiled four new standalone films to take its brand proposition Deewana Bana De to the next level of film entertainment on television.
 
The campaign will be on air for eight weeks. It is in Hindi and has not been dubbed in any other languages. It will air in all Hindi speaking markets where MAX has a following. The 60 second TVC exaggerates the passion for movies and shows a town where everyone talks only in ‘movie titles’.
 
The ads cut across classes and depict Indians for whom Hindi movies are a way of life. Movies are their passion and obsession – the same passion and obsession for movies which MAX has been known to feed. The film literally demonstrates people from different walks of life – a politician, a school teacher, a middle-class housewife, a railway announcer amongst others, actually interacting with each other through an exclusive vocabulary made up entirely of movie names. And therein lies the crux of the communication – in the MAX world, there is no other language apart from films.
 
The campaign has been created by TBWAINDIA creative director Rahul Ghosh and the Business Head in charge of the account is TBWAINDIA client services director Ambarish Ray. The four films have been shot by Rising Sun Productions, with Aniket Shirke as the director.
 
Says MAX head of marketing T. Gangadhar, “This campaign is a refreshingly new interpretation of our long running Deewana Bana De proposition. The Deewana Bana De tagline reflects the brand’s promise of offering content that will posses the viewer. The intent is to interestingly demonstrate the shared passion that Indians feel for movies.”
 
As part of the channel’s communication strategy, the films are being aired on SET network channels as well as other select networks. The campaign will also feature on radio, cinemas and other innovative ambient media.
 
Says Ray, “The idea was to showcase how people get possessed by their passion for Hindi movies, without resorting to the clichéd spoofs of Hindi film archetypes or situations. To that extent, the challenge my team and I faced were to bring to life a simple idiom of deewanapan being shared and passed on.”

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