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Sony Max asserts leadership position in new marketing campaign

MUMBAI: Sony Max has launched a new campaign to affirm its position as the numero uno Hindi movie channel in India.

The timing of the campaign is perfect. “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,” said Sony Pictures Networks India movie cluster SVP marketing Vaishali Sharma.

Spanning TV and digital, the campaign encapsulates the country’s obsession with Hindi cinema and its influence on the everyday moments of life. It is based on the thought ‘Naaz Hai Humein Apni Deewangi Pe’.

Naaz Hai Humein Apni Deewangi Pe 1The 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 depict how extremely passionate movie buffs look at every situation from a 70mm lens.

The TVCs consist of seven distinct situations, with a Bollywood punch line. All TVCs end with a voice over – ‘Deewana banate aaye hai, banate rahenge”.

Naaz Hai Humein Apni Deewangi Pe 2The channel will use television in a big way to promote the campaign. Besides using its own Sony network, Sony Max’s new campaign will spread across news, regional and music channels for two weeks.

The marketing plan also consists of a digital leg. For digital, the channel has a 90-second TVC which will be released on Facebook and Twitter.

The TVCs are conceptualised by DDB Mudra and shot by Tubelight Films.

Naaz Hai Humein Apni Deewangi Pe 3“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 instill in every Indian but also takes the ‘deewanapan’ a notch higher,” said Sharma.

According to Sharma, it is extremely important for movie channels to communicate their positioning through marketing campaigns. She also said that Sony Max is perceived as a premium brand with a top of the mind recall.