Max Fashion’s latest TV campaign is a fresh take on the contemporary urban lifestyle

Bangalore: Max Fashion has launched its latest TV commercial recently. The film has been conceptualized by JWT and brilliantly leverages the insight that there are endless ways to win your partner back after a tiff. Max has redefined fashion by being the only brand addressing the fashion appetite of the contemporary young family.

The concept of ‘Endless Ways’ comes alive in this TV commercial as they show a young couple having a potential tiff which ends with smiles all around, as Max saves the day with its endless looks.

There are small moments of disagreement in all our lives that can be quickly resolved with a gesture of love. Max plays an essential role in settling these smaller moments of distress by offering affordable yet remarkably trendy fashion for every member of the family. The brand has used this insight as the inspiration for the campaign by positioning themselves as a “way out of a tricky situation” in the film.

Speaking on the campaign, Jiten Mahendra, Vice President – Marketing, Max Fashion said, “Max Fashion is in its 12^th year in India and is present in over 70 cities and 180 stores across India. The brand continues to reinforce its role in facilitating fashion by delivering a convergence of fashion and value. The ad film is targeted to appeal to the young Indian contemporary family and how Max continues to play a pivotal role in simple everyday situations.”

“For Max, this being its third TV film, it was important to continue the journey of humour, fun and style. We decided to give it an angle that is not only different but also stands out in terms of fashion and music treatment. We really hope you enjoy the TV film and it leaves you with a smile”, mentioned Vivek Kakkad, Director, Curious Films, the production house that has shot the film.

Sharing his views on the creative thought process behind the TVC, Senthil Kumar, Chief Creative Officer, JWT commented, “This is Max Fashion’s third TVC and second season of the ‘Endless Ways’campaign. It was important to continue the journey of humor-led human stories and showcase ‘over 3000 different styles to choose from’ as it perfectly reflects the brand’s personality. Max being a brand that is fashionable yet affordable, fitted in seamlessly with the campaign idea of ‘Endless Ways’ while also subtly establishing itself as a brand that brings people together.”