Max 'refreshes' post IPL, with 25 to 30 pc of marketing budget

Adopting the theme 'Shuruaat Yahin Se', Sony Max has launched a new campaign to mark the end of this season of IPL and a new beginning for viewers to stay hooked onto the channel.

The campaign, created by JWT, includes three TV commercials which will be aired across the bouquet of SET India channels (Sony, SAB, Mix, Max, Pix, Six), social media and online portals.

"Approximately 25 to 30 per cent of the total marketing budget has been allocated to this brand refresh exercise that will tread into radio, activation and OOH over the course of the year," said Gaurav Seth, vice president, marketing and communication, Max.

The ads have been directed by Piyush Raghani of Old School Films.

Watch the first ad that has gone on air:

The insight behind the campaign is that cinema inspires real life and the channel aims to build that connect stronger. In addition to this, Max has unveiled a new packaging to render a look that would reflect Indian cinema and its true aesthetics.

This look has been designed by Charlie Co, a California-based design agency, while the background score has been given by Salim-Suleiman.

Further, there have been additions to the existing film library in the last six months. These include some recent releases like The Dirty Picture, Paan Singh Tomar, Ladies Vs Ricky Bahl, Ek Main Aur Ekk Tu, Tere Naal Love Ho Gaya, and over 50 regional movies (recent, popular action and comedy flicks) dubbed in Hindi.

Seth added that the new movies will be aired on the channel in the next 2 to 3 months, including some new format shows to package the film watching experience better. Plans being in a development stage, further details were unavailable.

The movie premieres begin Sunday, 3 June, and will be slotted on weekends.

On advertisers' response to the new developments, Seth said, "There has been a decently favourable response from the advertisers so far but we are yet to quote a ball park figure for revenue projections. All I can say is that this is going to be an exciting year in the movies space."

Here are a few snapshots of the new designing and packaging for the channel: