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Tag: Max Fashion

  • Showcasing the spirit of Ramzan by celebrating togetherness, building communities and spreading happiness

    Max Fashion celebrates Eid with ad film

    By A Correspondent

     

    Max Fashion has released a new commercial around Eid, urging people to open not just their doors but also their hearts.

     

    Said Jiten Mahendra, VP Marketing, Max Fashion: “Max believes in inclusiveness and a progressive mindset. We want to reinforce these values in all our campaigns. On Eid, our idea is to visualise a society which is inclusive and progressive. This communication is dedicated to our customers who believe in these values and have been associated with us and helped establish us as the most preferred fashion destination in India.”

     

    The film has been conceptualied by Max’s creative agency, Wunderman Thompson Bengaluru.

     

     

  • The film is shot with popular stars in West Bengal, Jisshu Sengupta and Nusrat Jahan

    Max Fashion’s latest film captures the real essence of Durga Puja

    By A Correspondent

     

    With the aim to connect with their audiences, Max Fashion has launched its latest campaign titled ‘Pujor Shuru Max E’. Thefilm is shot with popular stars in West Bengal, Jisshu Sengupta and Nusrat Jahan.

     

    Said Jiten Mahendra, Vice President- marketing at MAX Fashion: “Durga Puja season gives a great opportunity to connect with our primary TG which is family at an emotional level. Through this campaign we have gone one step closer to our audience by taking an emotional high ground. We have contemporized Pujo celebration through this film at the same time kept the cultural nuances intact. We have shot the film in the local streets of Kolkata and the song is in Bengali.”

     

     

  • The concept of 'Endless Ways' comes alive in this TV commercial as they show a young couple having a potential tiff

    Max Fashion takes a fresh stand on contemporary urban lifestyle

    By A Correspondent

     

    Max Fashion has launched its latest TV commercial that has been conceptualised by JWT and leverages the insight that there are endless ways to win your partner back after a tiff. Max has redefined fashion by being the only brand addressing the fashion appetite of the contemporary young family.

     

    The concept of ‘Endless Ways’ comes alive in this TV commercial as they show a young couple having a potential tiff which ends with smiles all around, as Max saves the day with its endless looks.

     

    Speaking on the campaign, Jiten Mahendra, Vice President – Marketing, Max Fashion said: “Max Fashion is in its 12th year in India and is present in over 70 cities and 180 stores across India. The brand continues to reinforce its role in facilitating fashion by delivering a convergence of fashion and value. The ad film is targeted to appeal to the young Indian contemporary family and how Max continues to play a pivotal role in simple everyday situations.”

     

    Sharing his views on the creative thought process behind the TVC, Senthil Kumar, Chief Creative Officer, JWT commented:“This is Max Fashion’s third TVC and second season of the ‘Endless Ways’ campaign. It was important to continue the journey of humour-led human stories and showcase ‘over 3000 different styles to choose from’ as it perfectly reflects the brand’s personality. Max being a brand that is fashionable yet affordable, fitted in seamlessly with the campaign idea of ‘Endless Ways’ while also subtly establishing itself as a brand that brings people together.”

  • The campaign established an emotional connect with consumers, and reinforced the brand's key motto 'Fashion for the entire family at great prices'

    MAX Fashion delights customers with their ‘Endless Ways’ campaign

    By A Correspondent

     

    Max Fashion recently executed an innovative and catchy campaign to promote the many options available across their stores. The Endless Ways campaign kicked off with the very first TVC campaign for Max followed by integrations across print, digital, TV and radio. The campaign established an emotional connect with consumers, and reinforced the brand’s key motto ‘Fashion for the entire family at great prices’.

     

    The objective of the campaign was to promote the fact that Max offers 3000 styles under Rs.599, giving customers endless options for purchase, whatever are their reasons, whether gifting, occasions, or just updating their wardrobe. To further capture attention, Max created various situations which could be resolved through a purchase made at Max – this created a fun element to the whole campaign and had people actively participating on ground in malls, on the radio and online platforms,all driving footfalls into the stores.

     

    Following the route of bringing alive the #EndlessWays theme across all customer touch points, below are some campaign highlights:

     

    TV Campaign- Phased TV campaigns targeting South and North markets, covering GEC, Movies, Kids, Infotainment, Music, etc.

    • Phase 1 reached out to 31 channels in the South
    • Phase 2 reached out to 19 channels in the North and 6 channels in Kerala

     

    TV Integrations -Progressive thematic programs identified channel wise across the South, with #EndlessWays integrated in popular TV serials in Kannada, Tamil and Telugu

     

    Radio Spots – Thematic spots to establish and extend the #EndlessWays concept. The campaign had a listenership of over 3.6 million in these markets (18-34 MF NCCS AB from TGI 2016)

     

    Radio Innovations – Live calls with RJs to build interactive content that would engage passive listeners, through the Damage Control Helpline, manned by the host RJ helping callers out of their sticky situations

     

    On Ground – Stylish brochure highlighting endless looks from the season, Engagement Game Zones in malls, featuring a life size game board where customers could participate and win prizes

     

    Visual Merchandising – Interactive window with conversation blurbs and emojis;live models carrying situational dialogue blurbs walking around malls and doing freeze formations

     

    Print – Ads with #EndlessWays integrated in top regional and English publications in top 7 markets to coincide with the peak of on ground activities

     

    Digital – Reach strategy on Facebook & YouTube

    • Google display banners on popular websites
    • Content strategy – POP XO & Influencers

     

    Highlight of the digital campaign – Collaboration with Terribly Tiny Tales to increase brand conversations through user generated content – people were invited to write their own stories integrating #EndlessWaysand post on Facebook, Twitter and Instagram. Engagement levels were very high with close to 10,000 likes each on Facebook and Twitter and around 148,000 likes on Instagram.

     

    The campaign received enormous response from customers and showed the following results:

    • Footfall growth increase to 73 lakhs, as compared to 51 lakhs
    • Increased sales growth to 12.77 per cent compared to 8.3 per cent,over a 42 day festive period
    • 57 per cent growth in lapse customer win-back, over a 42 day festive period
    • 44 per cent new customer enrolments
  • Since its launch, Max has carved a niche for itself by bringing to the Indian customers high quality products with world class shopping experience

    Max Fashion unveils inaugural campaign on TV

    By A Correspondent

     

    After a decade of the launch of Max the brand today has grown to over 150 stores covering 60 cities. Max has launched its first TV campaign, in which the objective 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.

     

    Said Jiten Mahendra, Vice President- marketing at MAX Fashion: “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.”

     

    Added Senthil Kumar, Chief Creative Officer, JWT: “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.”