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Max bets high on Yeh Jawaani Hai Deewani

MUMBAI: Max is gearing up for the premiere of one of the biggest blockbusters of 2013, ‘Yeh Jawaani Hai Deewani’, on 19 January at 8 pm.

The Hindi movie channel has already roped in Garnier Fair Connect as the presenting sponsor, P&G Shiksha as powered by sponsor, and Mahindra Centuro, Mahindra Maxximo, Indusind Bank, Lava and OLX as the associate sponsors for the premiere.

With the ad sales part taken care of, the channel has put all its might on marketing the movie to get right audiences on the channel. Late last year, Multi Screen Media had premiered the movie on its flagship channel Sony Entertainment Television (SET).
Max VP marketing Vaishali Sharma said YJHD is a tent pole property of the channel and the biggest for the first quarter of 2014. “We will do everything to get the eyeballs for this,” Sharma said. “Our brief to the creative agency (JWT) was simple; its a youth centric film, so the campaign has to be youthful, naughty and intriguing.”

The whole campaign of the film revolves around the most popular song, ‘Badtameez Dil’. “Our marketing campaign attempts to break clutter and create a lasting impression in the minds of our viewers,” Sharma said.

The campaign thought is ‘Yahan Badtameezi nahi chalegi, badtameezi chalegi toh sirf MAX par”. It is using a full 360 degree marketing campaign that entails the use of television, print, radio, outdoor, digital, and Cinema.

Apart from the network channels, Max has taken commercial spots on music, youth and kids channels including 9XM, Bindass, MTV, Mastii, Disney, Nickelodeon, Sonic, Nick Jr, MH1 and 9X Tashan.

In Mumbai and New Delhi, it has planned interactive radio promotions with Red FM, wherein listeners are being asked for their ‘badtameex moment’.

Similarly, in print, major publications in key HSM markets will run advertisements about the premiere.

But it is the BTL activations, which the channel is more gung ho about. The channel has planned an array of on ground initiatives telling people that “Yahan Badtameezi nahi chalegi”, and the only place they can get away with it is on Sony Max.

While YJHD star Ranbir Kapoor will be seen in his nonchalant mannerism asking people to switch off their mobile phones during a movie across cinemas in Mumbai, posters asking people not to do badtameezi in the confines of the vehicles have been pasted on the back of about 3,000 auto rickshaws across Mumbai and Delhi.

Teams of bouncers in Mumbai and Delhi will be wearing t-shirts that would be using the catch phrase of ‘Yahan Badtameezi nahi chalegi, Badtameezi chalegi toh sirf MAX par’ with the logos.

Also, the company has put a twinkling outdoor promotion at Mahim Junction in Mumbai, which has the words ‘badtameez dil’ lighting up consecutively one after the other, giving it a melodious cadence.

Similar eye catching hoardings will also be seen on bus shelters at prominent spots in Mumbai and Delhi with the stars of the film in their iconic poses. Landmark locations like Gateway of India will have a line of lollypops reminding people that no badtameezi will be tolerated.

The channel will also be conducting dramatic skits to grab eyeballs of the people present at café hubs with a message of “Yahan Badtameezi nahi chalegi”.

The channel has also partnered with Youtube to help viewers skip the ads which appear before any video. As soon as the ad starts playing, Ranbir Kapoor will be seen fast forwarding the ad with the punch line of “Yahan Badtameezi nahi chalegi, badtameezi chalegi to sirf MAX per”. On facebook, viewers can take a quick test to figure out if they are a funny badtameez or a romantic badtameez and get that stamped across their profile pictures. The Twitterati can use the hashtag #nobadtameezi and their friends to board the badtameez train on twitter.