Sony Max 2 changes tagline, launches marketing campaign

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MUMBAI: Sony Max 2, the Hindi movie channel from Sony Pictures Networks India (SPNI), has unveiled its latest campaign to refresh the channel’s brand ethos ‘Kuch Filmo Ka Jadu Kabhi Kam Nahi Hota’ with a new tagline ‘Yaad Rahega’.

This campaign is a rejuvenation of the brand’s promise of enriching the lives of today’s viewers with the inspiring values and content of iconic films.

The two short TVCs highlight the magic of these unforgettable movies and the impact that these films have on people’s lives even today. The TVCs showcase how people savour ageless cinema by celebrating simple yet beautiful moments in their life.

The first TVC shows a family get-together where a young couple celebrates their marriage anniversary and the speech-impaired wife beautifully enacts the all-time romantic number, ‘Pehla Nasha’ for her anxious husband and surprises him.

The second TVC celebrates the strength of an enduring relationship, wherein an old couple shares a light moment with their grandchildren when they are asked about their love affair in their younger days.

The channel has also strengthened its content library with classic ground-breaking films like ‘Julie’, ‘Ek Duje Ke Liye’, ‘Khatta Meetha’, ‘Gharonda’, ‘Kasme Vaade’, ‘Aap Ki Kasam’ and more.

Sony Max and Max 2 senior VP of marketing and communication Vaishali Sharma said, “Being the leader in its space, Max 2 as a brand has grown and built a strong viewership base for itself. With the new campaign tagline, ‘Yaad Rahega’ we aim at strengthening our brand promise by appreciating the magic of iconic cinema. The two TVCs indisputably bring forth the nostalgia of good timeless movies and how they still have the power to impact our present life. With a more robust library in place, it’s a perfect time for us to refresh our brand imagery.”

Conceptualised by DDB Mudra, the campaign launched on 10 August. The channel is engaging in a massive television plan across all genres for over four weeks. The marketing plan also includes print and a digital campaign spread over the next one month.


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