The creative duties for MAX and MAX2 were previously handled by JWT.
DDB Mudra has won the creative duties for Sony MAX and MAX2. As per an official communication from Multi Screen Media (MSM), the premium Hindi movie channels came to the decision following a competitive pitch by few agencies.
Says Rajiv Sabnis, executive director & president, DDB Mudra Group, "If Bollywood and cricket are like religion in India, then MAX is the temple at which Indian viewers pay obeisance. MAX is the original Bollywood movie channel. Through its exciting and interesting bouquet of Hindi movies, it has enthralled Bollywood fans across India. Add to that the mega entertainment of IPL. You can't ask for better. The DDB Mudra mandate is to take this obsession with Bollywood and cricket to the next level.