JWT India creates new campaign for MAX

To promote its weekend programming, MAX India has announced its latest communication campaign. The theme for the campaign is 'saare hafte lagey raho..weekend pe padey raho' and one of the three TVCs of the campaign is currently on-air. The campaign has been created by JWT.

In the TVC, a police constable is shown testing the breath of drivers at a check-point (naakaabandi) for drunk drivers. All the drivers he tests have bad breath causing discomfort to the constable, but he has to continue checking drivers as that is a part of his job. The TVC ends with the constable shown re-charging himself over the weekend at home, watching the weekend movies on Max.

Two more films featuring a cricketer and a model respectively will be launched soon in the campaign.

Commenting on the campaign, Neeraj Vyas, executive vice president and business head, MAX said, "At MAX it is our endeavor to come up with extremely relatable and life-like themes for all our communication campaigns. With our latest weekend campaign ‘Saare hafte lage raho…weekend pe pade raho’, we are trying to relieve the monotony of daily life by creating a complete entertainment package on the weekend for our viewers thus making MAX the ultimate movie destination.”