Sony Max reinforces channel positioning through new campaign

Dinesh jain

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Multi Screen Media’s Hindi movie
channel Sony Max has rolled out a new
campaign to promote and spread the channel’s
tagline ‘Deewana Bana De’.

The new campaign watchword ‘Ab Khulkar
phailegi Deewangi’ is an extension of the
channel’s positioning and talks about how there
is a little bit of filminess in all of us.

The campaign has three different TVCs which
visually manifest how ‘deewanapan’ can add
flavour to ordinary moments in life.

Conceptualised by DDB Mudra, the campai The 360-degree marketing plan also includes a
digital campaign, WIS TV (in Gujarat) and cinema
across key markets spread over the next month.
Commenting on the launch of the new brand
campaign, Sony Max senior EVP and business
head Neeraj Vyas said, “MAX has a special place
in the mind and heart of our viewers and our
new campaign is an attempt to keep doing that.
The campaign reflects the special significance
that movies have on people and how life can be
enjoyed by infusing a bit of drama in our
mundane lives. It reinforces our belief that
movies are extremely close to people’s daily
life.”

showcases how the extremely passionate movie
buff relates and gets influenced by movie
characters, dialogues, music, scenes and how all
this ‘deewangi’ percolates down to his daily life.
The first TVC shows how an extremely slow tuk-
tuk driver gets charged up by listening to the
‘Dhoom’ song tune and starts cruising through
the road in full speed.

The second TVC shows bridesmaids along with
an old aunt making a war cry for the bride ‘Chak
De’ to perk her up from the anxiety of her
‘suhagraat’.
The third TVC shows how a furniture showroom
salesman, bitten by the Bollywood bug, replicates
the iconic Zanjeer movie scene while attending a
customer.

The brand films have been directed by ace ad
film-maker Anaam Mishra of Crome Pictures.
To promote the campaign, the channel will run
the TVCs across 32 channels (apart from its own
TV network) for over three weeks.
Sony Max reinforces channel positioning through new campaign | TelevisionPost.com
 
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