Mumbai: TBWA\India has been appointed as the communication partner for Max, the Hindi movie channel from the Sony stable.
The other agencies in the fray included Saatchi & Saatchi, Bates Enterprise and Publicis Ambience. The incumbent agency is Euro RSCG.
Max business head Sneha Rajani said: “Given the dynamics of our industry and an ever changing business scenario, we at Max were looking at a new partnership that would clearly distinguish and strengthen our brand even further. And we believe that TBWA - with its creative philosophy and innovative approach, will help us achieve not just this and but also take our brand promise of Deewana Bana De to the next level, such that it becomes an integral part of the consumers’ daily lives and commands their loyalty.”
Max vice president marketing T. Gangadhar said, “We were looking for an agency that had a clear understanding of the challenges ahead and that shared our passion for brand MAX. We felt TBWA\ demonstrated these the best.’’
Max provides its viewers with a wide selection of Hindi movies. Launched in 1999, it reaches out to over 45 million people in India.