MUMBAI: This October, MAX celebrates Amitabh Bachchan’s 40 years in Bollywood.  As a tribute to the legend, MAX the Premium Movies and Events channel, presents 16 of his blockbuster films in the ‘Ab Tak Bachchan’ film festival, starting 5 October , Monday to Friday at 8 pm.  Bachchan’s most popular and critically acclaimed movies over four decades will be showcased in this most awaited annual film festival.

To support this initiative, MAX has planned an innovative 360 degree communication campaign comprising on-air, on-ground and multimedia. The different phases of the campaign will roll out lacing the festival period so as to maintain viewer curiosity and involvement throughout the season.

Since October also marks the Big B’s birthday, MAX will showcase back-to-back Amitabh Bachchan films all day long on 11 October and will be joined by some of the biggest names of Bollywood such as Ram Gopal Verma, Ravi Chopra,  Adesh Srivastav, Sudesh Bhosle, etc. who would convey their birthday wishes to Bachchan on-air.

MAX executive vice president & business head Sneha Rajani said, "Ab Tak Bachchan has matured to a driver property for MAX and incidentally this year, Amitabh Bachchan completes a landmark of 40 years in the industry. We have tried to marry the two to bring out the best of the biggest. This occasion provides MAX with the perfect platform to celebrate Big B’s stupendous achievements. MAX has always brought the best of entertainment to its viewers and in keeping with the massive popularity of Amitabh Bachchan, we are certain that our special line-up of the Big B’s blockbusters will captivate the audience."