In keeping with Max's brand of cricket which provides much more than just the game - it provides that 'Extraa' bit of entertainment which adds to the fun of the game. The Max campaign (TVC) with a wedding theme reflects the thought of 'Cricket weds Entertainment'.
Commenting on the Max film, Farzana Suri, VP, Euro RSCG said, "The brief was straight-forward - Cricket is back on Max. We used the Indian shaadi as a metaphor to highlight cricket as shown on MAX as entertaining, lavish, rich in content, celebratory and fun. A perfect blend between cricket and entertainment."
Shamin Desai of Pria Shamin Films (PS Films) and his production team were assigned the mammoth task of producing 'the biggest wedding of the year'. The still photography was handled by Suresh Natrajan of Shilvasa Photography. A well known photographer, some of his work includes campaigns for Hutch, Orange, India Kings, Heinz, Levis, Lipton Tea, Giny n Jony, Dove, Royal Challenge, Star Movies, Toshiba and Tanishq Solitaire among others.
The creatives behind this campaign by Euro RSCG are Ashok Karnik, Sr. Creative Vice President, and Siddharth Bindra, Creative Director. The Euro RSCG Max creative team has created several award winning TVC's. Max TVCs are regular winners at the Promax Awards, in addition to picking up Abbies and Effies.
Says, Ashok Karnik, VP, creative, Euro RSCG, "The new campaign for ICC championship trophy on Max had to be the next level of Deewana Bana De. It had to be different yet with all the excitement and exhuberance of the country's most loved game. We had to conceive an idea around the cricketers and the ambassadors of the brand. We married cricket with the the fun and excitement of Extra Innings, literally. The campaign is a jamboree with Jason Gillespie, Andrew Nel, Virendra Sehwag and Murlitharan and Mandira. I am confident that this campaign will be very entertaining and memorable like the last Max campaign."
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