MUMBAI: Hindi movie channel MAX has appointed the JWT Group as its creative communications partner. The decision was closed following a pitch by a few selectively invited agencies, vying for the account.

JWT will take a handover of duties from the incumbent agency TBWA Anthem immediately.

MAX executive vice president and business head Sneha Rajani said, "With the ever changing business environment, we at MAX were looking at a new partnership that would clearly give our brand a reassured impetus. We reviewed several options but JWT emerged clearly as the best fit with their past experience in the segment, crisp strategy and creative philosophy. We believe MAX and JWT can together deliver the best brand commitment while commanding consumer loyalty. We look forward to setting new benchmarks in the industry and continue leading with the creative edge that MAX has always enjoyed."

JWT Group CEO Colvyn Harris added, "We are extremely happy to partner MAX on their creative communications. It is a clear testament of passion and teamwork at the JWT Group. The mandate is an end-to-end solution where JWT will partner on the unification platform. This is both exciting and challenging and we look forward to working together to reaffirm the brand’s leadership position."