Raahil Chopra
Dec 09, 2011

JWT India creates new campaign for MAX

WATCH the TVC here

wide player in 16:9 format. Used on article page for Campaign.

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.” 

Source:
Campaign India

Related Articles

Just Published

1 day ago

Magnite upgrades SpringServe video platform

The platform now combines its ad server and SSP to enhance programmatic efficiency for CTV and OTT players.

1 day ago

How ASICS India is turning footprints into funnel ...

From gait scans to geo-targeted ads, the sporting goods group laces together tech, retail, and events to chase India’s growing base of runners.

M&A deals continued to decline in 2024: COMVergence

Even as overall dealmaking declines, certain sectors such as ecommerce continue to be a major draw.

1 day ago

Personalisation gives 40% higher conversion to ...

India sees 163% revenue growth from contextual marketing campaigns in 2024, according to WebEngage trends report.