Sony MAX2, the evergreen Hindi movie channel from Sony Pictures Networks India (SPN) rolled out its latest TV campaign highlighting its brand essence, ‘Kuch filmon ka jadu kabhi kam nahi hota’. Winning over its audience with timeless movies, the channel’s new TV campaign focuses on the captivating richness and quality of iconic Hindi movies that never fail to add meaning to our lives.

The short TVC highlights the magic of iconic Hindi movie dialogues that still have an aura and impact. The TVC shows the touching bond between a father and son wherein the son takes care of his old father in the hospital who is undergoing chemotherapy. After having a word with the doctor on his father’s deteriorating health, the teary-eyed son puts on a brave face and meets his father who is getting ready to shave. As the son picks up a razor to shave his father’s beard, the father teases him in a filmy way by saying ‘Yeh bacchhon ke khelne ki cheez nahi, haath kat jaaye toh khoon nikal aata hai’ from the classic Waqt, to which the son has a witty comeback from the movie, Tiranga ‘Na talwaar ki dhaar se, na goliyon ki bauchaar se. Banda darta hai to sirf parvardigaar se’. As the banter between the father and son continues, the father starts coughing and is unable to finish his dialogue. Looking at his ailing father, the son breaks down. To cheer up his son, the bed-ridden father steps in to lighten up the moment, saying, ‘Zindagi aur maut uparwale ke haath hai jahanpana’, making his son smile.

Along with the mammoth collection of evergreen movies, the channel will celebrate the lives well lived with their key programming initiatives like Lights Camera Kissey and Take 2 and Sitaare, consumer experiential activation like Film, Family Aur Fun and unique digital initiative like – MAX2 Timeless Awards.

Vaishali Sharma, Senior VP Marketing and Communications, Sony MAX and MAX2 said, “MAX2 as a brand has always celebrated human emotions and relationships. In the over- cluttered Hindi movie genre, we want to continue to differentiate our brand positioning, ‘Kuch filmo ka jadu kabhi kam nahi hota’ through our TVC. A few films have had an impact on us and still continue to touch our lives in more ways than one Sony MAX2’s rich heritage inspires the beautiful equation shared by the father and son in the TVC. Cherishing human relationships, the TVC conveys the message that the memories of some movies run parallel to human emotions.”

Rahul Mathew, National Creative Director – DDB Mudra added, “There’s something about a good story. It stays with you and becomes a big part of your memory. Quite like the films of yesteryears. And with the “Yaad Rahega” campaign we’ve always tried to tell stories that stay with you.”

Conceptualized by DDB Mudra, the campaign launches in the first week of November. To promote the campaign an engaging and massive television plan across all genres will run over a period of four weeks. The channel is also planning an intricate impact and reach-driven digital campaign spread over the launch month.