Max Fashion takes a fresh stand on contemporary urban lifestyle

09 Oct,2017

By A Correspondent


Max Fashion has launched its latest TV commercial that has been conceptualised by JWT and leverages the insight that there are endless ways to win your partner back after a tiff. Max has redefined fashion by being the only brand addressing the fashion appetite of the contemporary young family.


The concept of ‘Endless Ways’ comes alive in this TV commercial as they show a young couple having a potential tiff which ends with smiles all around, as Max saves the day with its endless looks.


Speaking on the campaign, Jiten Mahendra, Vice President – Marketing, Max Fashion said: “Max Fashion is in its 12th year in India and is present in over 70 cities and 180 stores across India. The brand continues to reinforce its role in facilitating fashion by delivering a convergence of fashion and value. The ad film is targeted to appeal to the young Indian contemporary family and how Max continues to play a pivotal role in simple everyday situations.”


Sharing his views on the creative thought process behind the TVC, Senthil Kumar, Chief Creative Officer, JWT commented:“This is Max Fashion’s third TVC and second season of the ‘Endless Ways’ campaign. It was important to continue the journey of humour-led human stories and showcase ‘over 3000 different styles to choose from’ as it perfectly reflects the brand’s personality. Max being a brand that is fashionable yet affordable, fitted in seamlessly with the campaign idea of ‘Endless Ways’ while also subtly establishing itself as a brand that brings people together.”

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