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 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

the women’S day SpecIal #Behenkuch BhIpehen campaIgn threw conformIty out the wIndow and reached out to the faShIonISta hIdIng wIthIn all women

was all about sparkle and shine. Pinks and shimmer, unicorns and ladybugs, statement tees and net tulle skirts – it had everything to turn a little girl’s dreams into reality. The Spring Maritime collection aimed at the spring travel audience. With sailor stripes and anchor prints, it was a hit with those travelling as well as those aspiring to travel!

The Behen Kuch Bhi Pehen campaign really hit the spot. With Max’s philosophy of femme power at the core, the collection was inspired by iconic artist Frida Kahlo. The clothes were in vibrant hues. The patterns flattered all body types. The prints captured Frida’s own looks. But the underlying message was: wear whatever you like. The tagline was a super hit, trending at number 2 on Twitter and generating immense traction on Buzzfeed.

After years of being told what suited them, what did not flatter their shape, what “good girls” wore, this campaign saying ‘sister, dress as you please’ was highly appreciated by all women. The narrative was through a song communicating the thought. The print campaign asked people to ‘Look Beyond My Look’, conveying that a woman is much more than what she wears. The tagline was a big hit on the radio with RJs talking about it on air and posting online. After the campaign, there was a spike in engagements: YouTube subscribers went from 18.6K to 19K within five days. And there was incremental traffic on the e-commerce platform with additional sessions.

The marketing strategy evolved with a multi-pronged approach. Instead of the traditional print and in-cinema exposure, the product messaging was disseminated through several unconventional media. There were social media mentions with Twitter and Facebook. Insta feed and Buzzfeed together took the customer engagement tally higher. Innovating engagement through influencers was another thrust area. Out-of-thebox thinking was at the forefront in the use of stand-up comedians and RJs to spread the word. Equally relevant was the personalised messaging to customers for a repeat engagement. The impact was evident in the results.

Looking forward to the coming season. It’s all about the youth – GenMe – and the perennial favourite – Denim – more than 100 styles to choose from.