After a hiatus of nearly two years from television, Maxx Mobiles has launched a TV commercial for its smart phone series - Maxx Race.
Everest Brand Solutions won the account last month post a multi-agency pitch and has created the TVC.
The TVC opens with a young man walking down the street and using his phone to log into his Facebook account. Immediately, a woman police officer comes to the spot and issues a speeding ticket to the man. He is perplexed as to why she has issued him the ticket. The cop points out to a board that reads ‘Do not Race’ and then his mobile phone as an explanation. He is flummoxed and the voice over says, "The stunningly fast Maxx Race - powerful processor , QHD touch screen, 8 mega pixel camera and lots more. Maxx - wanna Race?”
On the campaign, Rahul Jauhari, national creative director, Everest Brand Solutions, said, “Maxx is back on air after a longish break. The first film, in such cases, always assumes more than usual importance. The intention was to style this as an international phone. And I am quite happy with the result.”
On winning the business, Dhunji Wadia, President, Everest Brand Solutions, said, “We were given a very detailed and specific brief. This helped the team in working on interesting creative solutions. We are delighted to be their agency of choice. We look forward to take the brand to greater heights.”
The brand recently appointed Madison as its media agency.
Client: Maxx Mobiles
Creative agency: Everest Brand Solutions
Creative team: Pramod Sharma, Samir Chonkar, Sushant Karane, Bappaditya Saha, Anil Singh, Sanjiv Debojo, Rahul Jauhari
Director: Lee Rogers (Australia)
DOP: Tom Panya (Thailand)
Editor: Pasha Khanjutin (Russia)
Production House: Picture Perfect
Producer: Ricki Kapoor
Media agency: Madison