JWT crafts new ‘shuruaat’ for post-IPL Max

29 May,2012

By A Correspondent


Television channel Max has announced its latest brand campaign with the theme ‘Shuruaat Yahin Se’ . Created and conceptualized by JWT, the creative agency for Max, the campaign comprises three films – featuring an old couple, a politician and an Olympic shooter.


The campaign highlights the monotony in the lives of these characters and how certain movies that they watch on the channel change their life for the better. Directed by ad film maker Piyush Raghani of Old School Films, these will be released across television, social media and online forums.


Meanwhile, the channel also sports an all-new packaging. Charlieco, a Los Angeles-based agency has brought about this new look-and-feel. The music score mirrors and accentuates the visual themes of the packaging and has been created by the musical duo Salim- Sulaiman.


Speaking on the new initiatives, Neeraj Vyas, Executive Vice President and Business Head, Max said: “‘Shuruaat Yahin Se’ aptly brings alive the central communication theme that Max gives its viewers the power to change their life for the better by showcasing the best of inspiring and thought provoking Hindi cinema. I am sure we will be successful in further engaging loyal viewers while bringing in new audiences.”


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