Max Fashion latest TV Campaign is a fresh take on contemporary urban lifestyle

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

There are small moments of disagreement in all our lives that are quickly resolved with a gesture of love. Max Fashion offers affordable fashion to make you and your family look good & feel good every day. Let Max Fashion be the brand that resolves these smaller moments of distress – with affordable yet remarkably trendy fashion for every member of the family. Max Fashion has used this insight as inspiration for this campaign by making it your way out of a difficult situation.

The campaign #EndlessWays comes alive in this TV commercial titled ‘Win Her Back’, as it shows a slice-of-life moment of a young couple having a potential tiff which ends with smiles, as Max Fashion saves the day yet again with its endless looks.

While the brand’s apparel offerings are breaking fashion boundaries, its latest video is also breaking records of its own. With support from Bengaluru-based digital agency Dentsu Webchutney, #EndlessWays to Win Her Back has skyrocketed to the viral category, crossing over 1.8 million views on Facebook & 4.2 million views on YouTube, making it a whopping 6 million views, all in a period of 7 days. The fun, relatable video has clearly found a universal connect with its audience over all its digital platforms, with its fast-selling collection as proof.

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 Fashion continues to play a pivotal role in simple everyday situations.”

“For Max Fashion, this being its third TV film, it was important to continue the journey of humour, fun and style. We decided to give it an angle that is not only different but also stands out in terms of fashion and music treatment. We really hope you enjoy the TV film and it leaves you with a smile”, mentioned Vivek Kakkad, Director, Curious Films, the production house that has shot the film.

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 humor-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.”

CREDITS –

Client: Max Fashion

Creative Agency: JWT Bangalore

Head of Agency: Kishore Tadepalli

Chief Creative Officer: Senthil Kumar

Client Servicing: Sandeep Shah

Production House: Curious Films

Director: Vivek Kakkad