SET Max makes new beginning

The creatives of the campaign feature a collage of the actors from the newly acquired movies.

SET Max, the Hindi movie and special events channel backed by Sony Pictures Television International (SPTI), has rolled out a multi-city outdoor campaign to promote its re-branded look that includes a new tagline, 'Shuruaat Yahin Se', changed music and channel packaging.

The multi-city
outdoor campaign
is spread across eight cities including Delhi, Mumbai, Chandigarh, Ahmedabad, Nagpur, Bhopal, Lucknow and Pune. More than 125 hoardings have been used in the outdoor campaign that kicked off on May 28. The creatives of the campaign feature a collage of the actors from the newly acquired movies.

The 15-day outdoor campaign has been executed by outdoor agency MOMS, the outdoor arm of Madison.

Gaurav Seth, senior vice-president, marketing and communication, Max, says, "We have moved forward with our new brand campaign, which has the theme 'Shuruat Yahin Se'. As a part of our marketing plan, we have launched one promo on television and an outdoor campaign across eight cities promoting the new Max to the audience."

The campaign involves three television promos, and radio, digital and print media. The channel also plans on-ground activations based on the same theme.

The three promos are conceptualised and created by JWT, while Charlieco, an LA-based agency, has brought about the new look and feel to Max.