Everyday conversation gets a new language: SET Max

By , agencyfaqs!, Mumbai | In Advertising
Last updated : January 23, 2008
The TVCs have been ideated by TBWA India's team: Rahul Ghosh, creative director; Sean Colaco, creative director; and Madan Mohan, senior vice-president, West. The brief was simply to represent people's passion for Hindi movies


Max, which has focused on movies and cricket since its inception, has unveiled four new television commercials (TVCs) to further its brand proposition, "Deewana Bana De". The channel's brand proposition is thus a reflection of the quality and capability of both genres to entertain, captivate and possess the audience in entirety.

T Gangadhar, head of marketing, SET Max, says that the Deewana Bana De positioning line is a perfect match for both films and cricket, which form the greatest sources of entertainment in the country. The objective of the current commercials, however, is to provide a different perspective to the entire positioning of SET Max by indicating a natural evolution of the brand's life cycle, but in line with the earlier proposition.

A leader giving a speech
using movie titles

Man cursing another man after
a collision by taking movie names

Children learning movie titles

Couple sharing a cozy moment
and uttering romantic film names
The ideation for the TVCs has been done by TBWA India's team: Rahul Ghosh, creative director; Sean Colaco, creative director; and Madan Mohan, senior vice-president, West. The brief was simply to represent people's passion for Hindi movies.

Gangadhar says that in its earlier TVCs, which were created by Euro RSCG, SET Max had already tried people emulating famous stars in their performances, similar attire and well-known dialogues to show their obsession with films. The route proved to be successful for the brand; however, the task this time was to come up with something on the next level.

According to Ghosh, their team brainstormed on various ways of illustrating the obsession with movies. The challenge was to avoid spoofs and clichés. Later, the insight that "people possessed by movies talk only movies" was further elevated to the idea of people literally using Hindi movie titles to converse with each other.

The 60 second TVC exaggerates the insight and shows a town where everyone talks only in "movie titles". A leader is shown making a speech. He says with affirmation, "Veer Zaara. Aaj ka Gang Leader. Anaconda, Commando, Don. Good Boy, Bad Boy. Apna Sapna Money Money." The crowd gets agitated at the leader's speech and protests, saying, "Qayamat Se Qayamat Tak. Chak De India." The leader apologises by saying, "Spiderman. Spiderman."

The next day, the incident is reported in a newspaper called International Crook. People in a busy marketplace criticise the leader by saying, "Being Cyrus. Koyla. Duplicate, Disco Dancer. Gupt, Ghulami, Mangal Pandey." Suddenly, an accident happens as a cyclist and a scooterist collide. They curse each other by saying, "Baghbaan. Kaho Naa Pyaar Hai, Beta" and "Ta Ra Rum Pum. Laaga Chunari Mein Daag." A third man comes and sorts out the matter, saying, "Titanic. Cheeni Kum, Cheeni Kum."

Children in a school are learning movie titles and lovers sitting in a cycle rickshaw are whispering sweet nothings to each other, using the same lingo. (Submit your opinion on this ad.)

The other three TVCs are 10-15 seconders depicting situations such as a person giving directions using Hindi film names, a man meeting his parents after a long time and talking in a similar manner and a lady buying vegetables using movie titles.

Gangadhar is satisfied with the creative idea. The communication strategy involves airing the TVCs on SET network channels as well as other select networks. The commercials will also be evolved into radio spots and innovative ambient ideas. At the moment, no print advertising is being considered. The new TVCs will be targeted heavily at audiences in cinema theatres across the country by the end of January.

First Published : January 23, 2008

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