Sony Max has rolled out a campaign to celebrate its upcoming 20th birthday.
Conceptualised by DDB Mudra, the first film (which was first aired at 20:20 on 20 July) celebrates the spirit of cinema fans. Gullu Gulati is the central character of the campaign, who imitates iconic scenes from Bollywood movies.
Neeraj Vyas, business head, Sony Sab, Pal and Sony Max movie cluster, said, “I am thrilled that Sony Max which has been the undisputed leader for nearly three years, is celebrating its 20th anniversary this year. For the last two decades, our robust library of films, path-breaking concepts, trend-setting programming have made the channel a strong favorite."
He added, "Our deep audience insights and our ability to keep abreast of the dynamic and evolving movie viewing patterns, have helped us stay ahead of the curve. On this truly momentous occasion, we reiterate our commitment to offering only best-in-class entertainment.”
Vaishali Sharma, head - marketing and communications, Sony Sab, Pal and Sony Max movie cluster, added, “We are extremely excited to present our viewers with the brand-new campaign that bring together our two memorable decades in ‘Yeh Hai Desh Ki Deewangi.’ Like Gullu Gulati, each one of us have grown up with the passion and madness for movies. He represents the heart of every Indian. With this milestone, we only promise to get better and bigger from here on while entertaining our audiences to their heart’s content.”
Rahul Mathew, NCD, DDB Mudra Group, said, “Indians and Hindi cinema are inseparable. The clear brief given to us was to conceptualise a campaign for the channel which has been the epitome of Bollywood movies for the past two decades. To capture the essence of this stature we had to recreate the ‘Deewangi’ that represents the emotions of the entire nation. Hence, Gullu was born whose ‘Deewangi’ for movies and Sony MAX resonates with every movie lover in India.”