Multi Screen Media has rolled out its latest campaign for its Hindi movie channel, Max. The campaign is an extension to its ‘Deewana Bana De’ campaign that has been running for the past 11 years.
Created by JWT India, the campaign consists of three TVCs which went on air on 15 August.
The commercials bring on the ‘deewangi’ proposition through three different situations. In one, a daughter is shown hoping for a filmy response to her love story from her parents.
The second film shows a son hoping to avenge his father’s death in a filmy manner and the third one shows a deewana police inspector who can’t think beyond movies.
On the campaign, Neeraj Vyas, executive vice president and business head, Max, said, “Launched ten years ago, ‘Deewana bana de’ has been synonymous to Max. This latest brand campaign is a tribute to the deewanapan which lies within all of us. Films are so deep rooted in our conscience that there is a little bit of movie madness in whatever we do.”
Vaishali Sharma, vice president marketing, Max, added, “The commercial emphasises the point that there is a bit ofdeewangi within all of us. It is based on the insight that Hindi films are so much part of the Indian DNA and we feel, live, breathe the passion of Hindi cinema during so many moments in our daily routine lives.”
The campaign will run for four weeks on 22 television channels and will be followed by radio, digital and cinema legs.
Client: Multi Screen Media
Production house: Kerosene Films
Director: Rajesh Saathi