Marketing scores a super high

With neW seasons come neW campaigns... a big Winner this time Was celebrating tradition With a splash of colour, modern and trendy takes bringing back vintage denim, and the fash bash line that kept college kids looking cool and stylish

College days are all about breaking free from expectations and finding yourself. To capture that feeling, ‘College Fash Bash’ was launched to celebrate the carefree days with lively prints, trendy cuts and modern fabrics.

To reach out to college kids, Max led a digital-first campaign promoting the grunge and athleisure collections. ‘Fash Bash’, the launch film, bumper ads, banners and influencer chain activity were all part of the strategy with a powerful call-to-action and incentive that related to youngsters – a free pair of Avengers headphones.

All the Max stores, malls, youth hang-out areas and colleges were splashed with catchy advertising. College Fash Bash was featured online with the digital reach touching a whopping 65.17 million. Even organic searches for the across 30 sites in 5 cities. LEDlit Pookalams were a common element across all consumer touchpoints. With a total on-air presence of 9.4 hours across the top seven channels during the highest rated shows, the two engaging TV commercials – ‘Mother and Daughter’ and ‘Couple Selfie’ brought the campaign in focus. Online roadblock displays added to the draw. The digital campaign had a reach of 200,000 with 1.2 million video views.

The ‘Denim It Up’ campaign came with in-store and online advertising and exciting offers, including a movie voucher worth `600.

From College Fash Bash to Max Diwali... here’s a bird’s eye view of all the marketing campaigns.

website soared to 2.6 million. With an achievement of 18% sales contribution and 23.5% LMR enrolment, the campaign was a hit, especially in youth-centric markets such as Pune and Mumbai.

To bring in the festive season, the Onam campaign – 3 weeks of television commercials, in-store and outdoor advertising – lit up the streets. Vivid displays, gate arches and outdoor advertising featured models in traditional patterned flair skirts and colourful blouses In-store displays were covered in shades of blue to reinvent campus cool with asymmetric cuts, slogans and badge patches. A reach of close to 7 million and 5.3 million video views was achieved with digital marketing. Facebook advertising saw close to 20 million impressions, a reach of 6.8 million, 4,582 new fans and 24,830 likes. YouTube had 1 million impressions, 539,568 video views, 440,192 new channel views and 133 new subscribers. Instagram that promoted denim dungarees and jackets saw a 2.2% growth in followers and 6,947 new fans.

Celebrating the diversity in Indian festivals, Max launched the ‘Pujo Shuru Max E’ campaign featuring traditional Indian wear with intricate embroidery and bright colours. The TV commercial had over 990 spots across popular channels such as Zee Bangla, Star Jhalsa and Jhalsa Movies. The face of the mall branding, gate arches and in-store advertising was Nusrat and Jisshu, two famous stars in Bengal. Exciting gifts with purchases was another draw. The hoardings were in regional languages to ensure better connect. There was something festive for everyone in the 4-page catchments written in local dialects and distributed at RWA and High Street. Kids too were a focus.

Then came the ‘Dussehra Utsava Max Jotege’ and ‘Max Diwali Khushiyo Wali’ campaign to promote the festive collection for families - complete with outdoor advertising, mall branding, TV commercials and multiplex videos. There were hoardings for four weeks in more than 50 sites per city in all key locations. The multiplex video screened in over 300 multiplexes across India reached over 25 million. As part of the campaign, a special festive video was shot in four languages and captured real-life situations during the Diwali season.