Ad Strat: Max Weekends – chillout time

19 Dec,2011

Priya Pardiwalla, Vice president and senior creative director and Steven Mathais, Associate vice-president and senior creative director, JWT.


Name of the Campaign/Ad: Max Weekends


The Brief: Showcase that Set Max has the best collection of Bollywood blockbusters and the best way to spend weekends is, at home watching Max


Research insights:

A sizeable chunk of the Indian public is so tired after work that by the time the weekend arrives, they would rather stay at home and enjoy the weekends with family than venture out to crowded malls and other public spaces.


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Thought process behind the creative:

Tap into popular perceptions that certain people like policemen, cricketers and models have a very cushy life and their jobs are rather ‘easy’ or ‘glamorous’ to perform. And then demonstrate how things are not as they appear. And the way to recharge and bounce back is by chilling over the weekend and watching Max Weekends.


Media vehicles chosen:

TV and limited outdoor in upcountry markets.


Key issues kept in mind while executing the ad:

While the situations are based on real insights and experiences, the treatment is humorous and over the top.


Does the treatment do justice to the brief:

Max is an entertainment channel for the whole family so the commercials too need to be as engaging and entertaining as the movies showcased and should appeal to all concerned.


What is the differentiating factor about the ad:

The fresh factor is that ads show professions generally perceived to be very easy, glamorous and cushy and the irony and truth behind them. The spin on this insight is what creates the differentiation!


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