 "Max Fashion")
Brand: Max Fashion
Budget: Rs 10 crore
Agency: JWT Bengaluru
Max Fashion, the fashion and lifestyle brand of Landmark Group, has launched its debut campaign, #EndlessWays. It comprises two television commercials. One of the films opens with a young couple in the kitchen. The husband is kneading the dough. As his phone rings, he asks his wife to put the phone on speaker. The voice on the other end is of his colleague who thanks him for suggesting that he lies to his wife about a presentation to be made in office, even as he goes out watching a match. The woman stares at her helpless husband with shock and anger. In another frame, she is trying out dresses at a Max Fashion store with her husband complimenting her. A super appears: “Damage control at Rs 599.” The film ends with the message, “Over 3,000 styles. Endless ways out.”
The second film shows a man and his young daughter at the dinner table. The man accidentally drops his drink and quickly wipes the table and looks up to find his daughter aghast. He realises he has just used her soft toy to clean up. In the next frame, the daughter is happily seen picking up a toy from a Max store. The super goes, “Win her back at Rs 599.”
Jiten Mahendra, vice-president - marketing, Max Fashion, says, “It’s our first campaign in 10 years and the idea is to reinforce the emotional connect that we share with our customers. We are not targeting new buyers but rather looking to encourage our existing customers to increase their purchase basket by offering them a large number of styles to choose from at great price points.”
The communication is cheeky and aimed at reinforcing what the brand has stood for — bringing fashion and value together for the well-informed and fashionable urban contemporary family.
Max Fashion’s target audience is between 25 and 35 years.
Joy Chauhan, agency head, JWT Bengaluru, which has conceptualised the campaign, says the challenge for the team was to strike a chord with the masses who already have a perception about the Max brand and yet differentiate the brand in a category where catalogue advertising rules.
The inspiration for the final message came from the simple insight that shopping makes people happy. “We just had to put this insight and brand Max together and come up with a narrative aimed at reinforcing the brand’s ties with its loyal customer base. Hence, a family scenario where you see a husband and a father making his wife and daughter happy by shopping at a Max store,” says Chauhan.
According to Mahendra, fashion today is a crowded space with the presence of a large number of brands and apparel chains. Max is focused on getting large volumes and steadily expanding its geographical footprint. The company is looking at hitting a sales target of Rs 2,350 crore and taking up its store count from 160-odd to 190 by the year-end.
