The official broadcaster of the Indian Premier League in India, Sony MAX, has undergone a brand revamp post the cricket tournament.
The campaign to promote the channel’s new look titled ‘Shuruaat Yahin Se’ went live earlier this week. It will showcase three short films created and conceptualised by its agency JWT. The campaign highlights the monotony in the lives of an old couple, a politician and an Olympic shooter and how certain movies that they watch on Max, change their life. These films are directed by ad film maker Piyush Raghani of Old School Films. The films will be released across television, social media and online forums.
Neeraj Vyas, Executive Vice President and Business Head, MAX said, “MAX brand campaign and packaging incorporates the channel۪s brand values, which are youthful, energetic, dynamic, aspirational, and family-oriented. Shuruaat Yahin Se۪ 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. We guarantee a string of enchanting films that are stirring and motivating for our viewers. I am sure we will be successful in engaging loyal viewers and bringing in new audiences.”
In Pictures: Screen grabs of new look Sony MAX