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SET MAX new ‘Talking Films’ campaign unveiled

27 January, 2008:

SET Max has yet again unleashed its latest brand campaign on TV. Titled Talking Films, MAX has unveiled four new standalone films to take its brand proposition, “Deewana Bana De” to the next level of film entertainment on television.

According to the entertainment major, the ads cut across classes and depict Indians for whom Hindi movies are a way of life. The ad demonstrates people from different walks of life, including a politician, a school teacher, a middle-class housewife, a railway announcer amongst others, actually interacting with each other through an exclusive vocabulary made up entirely of movie names.

The campaign will be on air for eight weeks starting January 20, 2008. It is in Hindi and has not been dubbed in any other languages. It will air in all Hindi speaking markets where MAX has a following. The campaign has been created by Rahul Ghosh, Creative Director, TBWA\India. The four films have been shot by Rising Sun Productions, with Aniket Shirke as the Director.

The campaign has been explained by MAX as a refreshingly new interpretation of our long running ‘Deewana bana de’ proposition. The ‘Deewana Bana De’ tagline reflects the brand’s promise of offering content that will possess the viewer. The intent is to interestingly demonstrate the shared passion that Indians feel for movies.

As part of the channel’s communication strategy, the films are being aired on SET network channels as well as other select networks. The campaign will also feature on radio, cinemas, and other innovative ambient media. The idea is to showcase how people get possessed by their passion for Hindi movies, without resorting to the clichéd spoofs of Hindi film archetypes or situations. The 60 second TVC exaggerates the passion for movies and shows a town where everyone talks only in “movie titles”.




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