Max Fashion debuts on TV after a successful decade in the country

After a decade of the launch of Max the brand has grown to over 150 stores covering 60 cities. During this period the brand has garnered over 5 million loyal customer base in the country contributing over 60% of business. Since its launch, Max has carved a niche for itself by bringing to the Indian customers high quality products with world class shopping experience. Pioneering the concept of ‘Value Fashion’ in the country, Max has been able to successfully meet the requirements of its target audience- the new age contemporary young family, who is aspirational, fashion conscious and exposed to western influences.

At this stage, Max has launched its first TV campaign. The objective of this campaign is to establish an emotional connect between Max and its existing customers and give them compelling reasons to keep coming back to the brand. The communication is also meant to drive awareness by further reinforcing the brand’s key message –fashion for the entire family at great prices. 

Jiten Mahendra, Vice President- marketing at MAX Fashion says, “We are proud to say that the brand is a true mirror of the young India, where 75% of our customers are between the age group of 18-34. The TV campaign is a step ahead to re-inforce Max positioning and its commitment to democratize fashion in the country. With over 300 stores in 16 countries and 5 Million loyal customer base in India, the brand is here to grow! With the success of Max over the last 5 years, this campaign will ensure a stronger brand connect with the existing customer and bring newer audiences to the brand and TV is the perfect medium to talk to such a wide audience and showcase brand presence at a national stage.”

Viven Kakkad, Director says, “For Max fashion it being their First TVC, it was very important to break clutter with fun and style. And we decided to give it a look that’s not only different but yet stands out. We really hope the films leave you with a smile.”

Senthil Kumar, Chief Creative Officer, JWT says, “We are very excited to embark on a new journey with Max Fashion on TV.  It has been a strong and exciting collaboration between Max Fashions, JWT and Curious. With this campaign the attempt is to create an interesting spin to value fashion that is more relatable to the brands core consumer. Inspired from everyday life moments, the stories are spiked with a mild touch of humor and fun.”

TVC links:

https://www.youtube.com/watch?v=yihNrexwFFM

https://www.youtube.com/watch?v=e07Om8MqAXQ

Credits

Creative Agency: JWT Bangalore

Head of Agency: Joy Chauhan

Chief Creative Officer: Senthil Kumar

Client Servicing: Sandeep Shah 

Client:   Max Fashions

Production House: Curious Films

Director: Vivek Kakkad