~ SONY MAX Marks the milestone with a new brand campaign ‘Yeh Hai Desh Ki Deewangi’ ~
Sony MAX, India’s leading premiere Hindi movie channel from Sony Pictures Networks India (SPN), has created a benchmark by becoming the only channel across genres, to sustain a long-standing leadership stint for 148 weeks in a row. To mark this milestone and kick-start the celebration of 20 glorious years of entertaining movie lovers in India, Sony MAX has rolled out its latest TV campaign highlighting its brand essence ‘Deewana Bana De’. The campaign – Yeh Hai Desh Ki Deewangicelebrates the spirit of millions of cinema fans whose passion and enthusiasm for movies make them special and larger than life. The TVC, which first aired at 20:20 on 20 July 2019, marks the launch of an elaborate marketing blitzkrieg across multiple touchpoints as a run-up to the special day in October 2019.
The latest TVC, the first of many initiatives in a three-month integrated campaign, “Yeh Desh ki Deewangi” relives classic golden moments from some of the most memorable movies of the past two decades. India has grown up on a staple feed of filmy masala, culture curry and cinematic servings dished up by Sony MAX. Gullu Gulati, the central character of the campaign, is the personification of the deewanapan of Sony MAX. The film follows Gullu Gulati, charting a 20-year journey of ‘Deewangi’ as he lives his life unabashedly imitating iconic scenes from movies and his favorite stars like Raj Aryan from Mohabattein, Raj from Dilwale Dulhania Le Jayenge, Bahhubali and Sultan.
The TVC’s are conceptualized by DDB Mudra Group Contract and shot by Footloose Films. To promote the campaign, the channel is engaging in a massive television plan across news, kids and regional channels for three weeks. The marketing plan also consists of a huge digital leg.
For two decades, Sony MAX has kept the hearts of movie enthusiasts across the country beating through a wide selection of films. Along with popular and beloved Bollywood titles, Sony MAX has been a pioneer in bringing South dubbed Indian cult films to our homes including the uber-successful Bahubali series, blockbuster movies of the year – KGF, Kanchana 3, Yevadu and many more.
Sony MAX also revolutionized the way India’s favorite sport cricket was presented and consumed – with introduction of Indian Premier League and Extraaa Innings T20 in the year 2008, heralding a new era in sports entertainment in the country. As the official broadcaster of IPL for 10 years, the channel has given birth to some of the unforgettable campaigns of Indian television like ‘10 saal aapke naam’, ‘Ek India Happy Wala’ ‘India Ka Tyohaar’ and ‘Sirf Dekhneke Nahi’.
Sony MAX has added zest and newness to the exciting world of entertainment through engaging and unique short-format originals segment like Bittu Bak Bak, MAX Fully Deewaney, Producer Champaklal, and Dr. Pran Lele. It has started the trend of comedy fillers in a movie channel giving audiences enough reason to have a hearty laugh in between super-hit movies.
Neeraj Vyas, Business Head, Sony SAB, PAL and Sony MAX Movie Cluster:
“I am thrilled that Sony MAX which has been the undisputed leader, week on week for nearly three years, setting unparalleled standards in the industry, is celebrating its 20th anniversary this year. For two decades, our robust library of films, path-breaking concepts, trend-setting programming have made the channel a strong favorite. We take pride in our deep audience insights and our ability to keep abreast of the dynamic and evolving movie viewing patterns that have helped us stay ahead of the curve. On this truly momentous occasion, we reiterate our commitment to offering only best-in-class entertainment”
Vaishali Sharma, Head, Marketing & Communications, Sony SAB, PAL and Sony MAX movie cluster:
“As Sony MAX completes 20 years, we are extremely excited to present our viewers with the brand-new campaign that bring together our two memorable decades in ‘Yeh Hai Desh Ki Deewangi.’ Like Gullu Gulati, each one of us have grown up with the passion and madness for movies. He represents the heart of every Indian. With this milestone, we only promise to get better and bigger from here on while entertaining our audiences to their heart’s content.”
“Indians and Hindi cinema are inseparable and when it comes to movies, it’s Sony MAX. The clear brief given to us was to conceptualize a campaign for the channel which has been the epitome of Bollywood movies for past 2 decades now. To capture the essence of this stature we had to recreate the ‘Deewangi’ that represents the emotions of the entire nation. Hence, Gullu was born whose ‘Deewangi’ for movies and Sony MAX resonates with every movie lover in India.”
About SONY MAX:
SONY MAX, India’s leading premier Hindi Movie channel, backed by Sony Pictures Television (SPT) is a part of Sony Pictures Networks India (SPN), one of India’s leading television network. SONY MAX is the leader in the Hindi Feature Film category providing its viewers with the best of Hindi Movies on television. Sony MAX has also pioneered concepts like Extraaa Shots for movies. The channel stands for innovation and distinctiveness, be it its content, its marketing initiatives or the brand itself. Housing one of the biggest movie libraries, the channel reaches out to more than 190 million viewers and movie buffs every week from the Hindi speaking markets with the tagline “Deewana Bana De”. The target audience for Sony MAX is 15+ All Adults, ABCDE.
About Sony Pictures Networks India (SPN)
Sony Pictures Networks India (SPN), is a subsidiary of Sony Corporation which owns and operates the Sony Entertainment network of television channels.
SPN has several channels including Sony Entertainment Television (SET and SET HD), one of India's leading Hindi general entertainment television channels; MAX, India's premium Hindi movies and special events channel; MAX 2, another Hindi movie channel showcasing great India Cinema; MAX HD, a high definition Hindi movie channel airing premium quality films; WAH, the FTA channel for Hindi movies; SAB and SAB HD the family-oriented Hindi comedy entertainment channels; PAL, a genre leader in rural Hindi speaking markets (HSM) showcasing the best of Hindi general entertainment and Hindi movies from SPN’s content library; PIX and PIX HD, the English movie channels; AXN and AXN HD, the channels showcasing the best in Reality, Entertainment and Drama; Sony BBC Earth and Sony BBC Earth HD, the premium factual entertainment channels, Sony AATH, the Bangla entertainment channel; MIX a refreshing Hindi music channel; YAY!, the kids entertainment channel; sports entertainment channels – SONY SIX, SONY SIX HD, SONY ESPN, SONY ESPN HD, SONY TEN 1, SONY TEN 1 HD, SONY TEN 2, SONY TEN 2 HD, SONY TEN 3, SONY TEN 3 HD; Sony मराठी, the Marathi general entertainment channel; SonyLIV - the digital entertainment VOD platform; SPN Productions, the networks’ film production arm and StudioNEXT the independent production venture for original content and IPs for TV and digital media. SPN reaches out to over 700 million viewers in India and is available in 167 countries.
The network is recognized as an employer of choice within and outside the media industry. SPN is a recipient of several awards, including the ‘Aon Best Employers India’ Award in recognition of SPN’s unique workplace culture and exceptional people practices, consistently ranking amongst India’s Top 10 Companies with Best Health & Wellness Practices by SHRM & CGP Partners, listed by Working Mother & AVTAR as one of the 100 Best Companies for Women in India and adjudged one of India’s Great Workplaces by the Great Place To Work® Institute.
Sony Pictures Networks India Private Limited is in its 24th year of operations in India. It has a subsidiary, MSM-Worldwide Factual Media Private Limited and an affiliate, Bangla Entertainment Private Limited in India.