Mumbai: Sony MAX, the Premium Hindi movie channel from the Sony Pictures Network has rolled out a new campaign to celebrate its success of being the undisputed number one Hindi movie channel in India.
The campaign is based on the thought ‘Naaz Hai Humein Apni Deewangi Pe’ which encapsulates the country’s obsession with Hindi Cinema and its influence on the everyday moments of life. The channel will be unveiling multiple short films showcasing how fans inspired by movies have imbibed the Deewanapan.
The three 45 seconder TVCs string together people from different walks of life and depicts how extremely passionate movie buffs look at every situation from a 70mm lens. The campaign also attempts to capture the rich pallet of emotions behind various facets of Hindi Cinema.
The TVCs consist of 7 distinct situations including the likes of a young couple eloping with the entire community running behind them and then with a sudden sharp turn they screech and look into the camera and say “Ishq karo toh aise karo ki zamana peeche lag jaye”. Another one is a college graduation ceremony sequence where an Anil Kapoor inspired student dances her way to the stage to receive her degree, leaving the audience and the professors spellbound – “Entry maro toh aise ki sab dekhte reh jaye”. A rickshaw driver inspired by Hindi movies pulls his collar wide when two pretty looking girls arrive for a ride. With a lot of cheek, he turns them down and says “Aur thukrao toh aise thukrao ki choor-choor ho jaye”. One more situation on friendship sees a young man taking a beating for his friend by some goons much larger than him. As he takes one to the chin he says, “Dosti nibhao toh aisi ki misaal bann jaye.”
All TVCs end with a voiceover in the end “Deewana banate aaye hai, banate rahenge”.
Vaishali Sharma, Senior VP – Marketing, SONY MAX movie cluster said, “The strategic reason to have a fresh campaign is to celebrate the uninterrupted leadership and success of the Sony MAX channel over the last 26 weeks. The campaign is a reflection of the influence and impact that Sony MAX has had on people’s lives with its movie offerings. The core thought ‘Naaz hai humein apni Deewangi pe’ not only showcases the madness that movies instills in every Indian but also takes the deewanapan a notch higher”.
The TVCs are conceptualized by DDB Mudra and shot by Tubelight Films. The campaign launches on 12th November. To promote the campaign, the channel is engaging in a massive television plan across news, regional and music channels (apart from its own TV network) for two weeks. The marketing plan also consists of a digital leg.
