MAX2: In Support of Good Movies

The objective of the campaign is to inspire newer audiences to recognise, appreciate and admire what went into creating 'good' movies.

MAX2, the second Hindi movie channel from the stable of Multi Screen Media (MSM) has launched its digital campaign #IsupportGoodMovies. With a differentiated brand positioning of 'Jab dekho tab naya', the channel believes in keeping the spirit of timeless, good movies alive. The digital campaign movement is an effort to celebrate the magic of iconic films.

The objective of the channel's digital campaign was not only to appeal to the needs of the discerning Indian audience who appreciate rich Indian cinema, but to inspire newer audiences to recognise, appreciate, and admire what went into creating them, as well.

The campaign on Twitter and Facebook has garnered support from not only savvy social media influencers, but a good fan following who wanted to see iconic films brought back to life on television screens. As part of this exciting movement, tweets were exchanged to stoke the need using #BringBackGoodMovies, turning it into a huge sensation on Twitter. To sustain the buzz around this campaign promotion, the conversation transitioned to #IsupportGoodMovies, which became a trending subject on Twitter.

With almost 6000 mentions between #BringBackGoodMovies and #IsupportGoodMovies, the movement gained new followers on Twitter in just six days. A dynamic cover photo app which showcases the pictures of supporters of good movies has added impetus to this movement. It got people talking about movies and ushering the need to see great cinema.

Commenting on the campaign, Vaishali Sharma, VP, marketing, MAX2 says, "There are several people on social media platforms who love and cherish iconic films and our digital campaign brings together like-minded individuals with a common love for such timeless cinema. We wanted to establish that emotional connect with our viewers and our campaign helps people to profess their love for movies in the digital space."

The channel has more than 1,800 fans on Facebook and close to 300 followers on Twitter. MSM runs channels like Sony Entertainment Television, Max, Sab TV, Sony Pix, AXN and Sony Six. The Hindi movie channel specialises in airing movies from the 1970s to the mid- and late 1990s and has in its library, classics like Aaradhna, Amar Prem, Chupke Chupke and Golmaal.

The channel is present on Dish TV and Airtel DTH. Among the multi system operators, the channel is available to subscribers of DEN Networks and Hathway.