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Bold. Innovative. Stylish. If fashIon at Max Is bold, innovative and stylish, then can the marketing campaigns be any different? This season has been all about hits from the marketing team at Max Fashion. The biggest triumph was the response to its cult campaign for Women’s Day – Behen Kuch Bhi Pehen. The traction this tagline and campaign received went beyond expectations. A whopping 31% incremental traffic on the e-commerce website resulting in more than 62,000 additional sessions is the tip of the iceberg. In fact, the year began with a bang. ‘Let’s Spring’ was the tagline. The message was to get into the groove for the New Year. We announced the Spring Collection with a play with the word Spring. The message was to Spring into Action. The Get Fit collection highlighted everyone’s New Year resolution – getting fit. Strong on the athleisure trend, the collection experimented with modern silhouettes and nostalgic 1990s prints. Influencer engagement got a lift with stand-up comedian Amit Tandon. Using 34
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the direct approach, personalised messages were sent out to 24 lakh customers. This resulted in a twotime increase in CTR with 1.15 lakh customers engaged. FB followers increased by 25% and Instagram followers were up by 26K.
This was followed by the Indigo Tales collection. This rode the all-natural trend with batiks and calligraphy prints in shades of indigo, burnt orange and lime. The lines were fluid and silhouettes flattering. The Bedazzle collection
