The movie and special events channel, SET MAX has handed its creative duties to JWT. The decision was made after the invited agencies made presentations. The ad spend for the year is estimated to be about Rs 25 crore.
The incumbent agency is TBWA India.The last IPL campaign for the second season of the tournament was done by it and the campaign was shortlisted in the Films category this year at Cannes.
In an official communiqué, Sneha Rajani, executive VP and business head, SET Max, said, “With the ever changing business environment, we at Max were looking at a new partnership that would clearly give our brand a reassured impetus.”
Gaurav Seth, VP, marketing, SET Max, said, “After two IPL seasons, the channel has grown and it was time for a fresh perspective.” Is a new philosophy or positioning on the cards with the new agency? Seth said, “I don’t think we need to reposition but just refresh.”
Speaking about JWT, Seth said,it emerged clearly as the right fit. “We believe Max and JWT can together deliver the best brand commitment while commanding consumer loyalty. Reacting on the same Rajini informed that,”We look forward to setting new benchmarks in the industry and continue leading with the creative edge that Max has always enjoyed”.
Colvyn Harris, CEO, JWT, said, “We are extremely happy to partner Max on its creative communications. This is a testament of the passion and teamwork at JWT. The mandate is an end-to-end solution, where JWT will partner on the unification platform. This is both exciting and challenging and we look forward to working together to reaffirm the brand’s leadership position.”
With this new venture which provides an exciting oppurtunity of different programmes initiative ahead like the biggest entertainment extravaganza, the DLF IPL as well as blockbuster movies and film fests, MAX hereby intends to reach its audience in full swing.