National: The Max Fashion campaign, “New New You,” celebrates self-expression and confident style, encouraging transformation through fashion. It underscores Max Fashion’s dedication to offering fresh, trendy styles for existing customers while attracting new ones by focusing on personal style journeys. By tapping into the current trends of personalization and self-care, the campaign resonates with a diverse audience.
Beyond showcasing a versatile collection, the campaign aims to forge a deeper emotional connection centered on personal reinvention. It highlights how fashion empowers individuals to feel confident and explore new versions of themselves, fostering a sense of understanding with the brand.
Launching with a robust media plan across both offline and online platforms, the campaign will strategically build brand awareness and drive engagement. The media mix will ensure a strong presence, amplifying the core message of “New New You” and reaching a wider audience through a combination of ATL, digital, and BTL initiatives.
Kalki Koechlin will serve as the face of the “New New You” campaign, embodying the spirit of personal transformation and self-expression. Influencers will further amplify the message through collaborations on social media, sharing their own “New New You” journeys in an authentic manner to enhance visibility for Max Fashion.
The creative vision emphasizes themes of self-love and personal evolution. Featuring diverse looks and styles, the visuals capture the essence of individual transformation. Kalki’s relatable presence aligns with the campaign’s focus on authenticity and versatility, breaking away from typical trend-driven visuals and reinforcing Max Fashion’s commitment to real, evolving personal style.
On being the face of this fun, fresh new campaign for Max Fashion, Kalki Koechlin says, “I believe fashion is an extension of one’s personality, and Max Fashion’s ‘New New You’ campaign truly allows me to do that. I am thrilled to be a part of it and I must say Max Fashion has completely surprised me with its cool, vibrant and comfortable styles. ”
On partnering with the fabulous Kalki Koechlin, Pallavi Pandey, Head of Marketing, Max Fashion says, “As we embark on an exciting journey of transformation at Max Fashion, the ‘New New You’ campaign is our commitment to constantly evolving and bringing fresh, trendsetting styles to our customers. This collaboration with Kalki Koechlin represents the bold, confident, and ever-evolving spirit of our brand. We aim to inspire our customers to explore new possibilities and embrace every side of themselves with our latest collection, designed for the modern, aspirational Indian family.”
Sumit Chandna, Deputy CEO, Max Fashion, adds: “Max Fashion’s growth and success have always been driven by our commitment to delivering value, quality, and fresh fashion to our customers. With the ‘New New You’ campaign, we are not only launching a dynamic new collection but also reinforcing our retail strategy to bring continuous innovation to over 520 stores across 210+ cities. This campaign marks a new chapter in our business, where we focus on expanding our presence, both in physical stores and online, with an unwavering dedication to customer satisfaction and style evolution.”
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