Celebrate Diwali with Max Fashion's 'Max Diwali Khushiyon Wali' campaign

Max Fashion, India’s leading value-fashion brand for families from the house of Landmark Group, present a new campaign to kick start the Diwali festivities.

The “Max Diwali Khushiyon Wali” campaign consists of two new brand films that celebrate the essence of relationships. The films draws attention to the everyday moments shared between loved ones and urges families to cherish those small moments and the relationships. In a world where people get bogged by daily chores, it’s mostly during festive occasions that they appreciate the little moments of affection with their loved ones. Max fashion believes in accentuating the joy of living in these small moments.

The first TVC revolves around a couple who share a moment of love, amidst the busy festivities of Diwali. When the wife, dressed in Max fashion attire is all set to celebrate festival of lights and finding a jiffy moment the husband points to the mirror complimenting how graceful she looks and the film captures the beautiful bond that transpires between the loving couple. 

The second TVC revolves around the mischievous relationship between two kids, during the Diwali festivities. While one of the kids shows off about the loudspeakers he was gifted for Diwali, the other kid tells him that he has something louder than his speakers. He then goes on to call his sister who upon seeing her Diwali gift from Max fashion, screams on top of her voice, leaving her brother completely amused.

Commenting on the campaign, Jiten Mahendra, Senior Vice President- Marketing at Max Fashion said, “Max Fashion’s mission is to democratise fashion and with this TVC we are reinforcing the brand positioning of “Make every day Fashionable”. We believe that spontaneous “SWEET MOMENTS” in our day to day life are more precious and memorable than planned occasions. This festive season Max Fashion wants its customers to indulge and relive the happiness of such moments. “We have launched an exclusive festive range for the entire family and our strategic approach is to appeal to families by creating fresh conversations and engaging experiences in our aisles. Our new TVC depicts how Max Fashion is the one-stop destination for the entire family and is the preferred choice for customers - across all age-groups. I am happy to share that MAX has played a role in making 24 million families fashionable. It also gives me pride in sharing the news that we have launched 300 new stores and are now present in 115 cities.” Jiten Mahendra added.

The TVCs have been conceptualised by Wunderman Thompson lead by Senthil Kumar and directed by Vivek Kakkad. Commenting on the TVC, Senthil Kumar the Chief Creative Officer at Wunderman Thompson, said, “This Diwali Max invites you to a wonderful shopping experience for the family with two simple insights that celebrates the compliments and comparisons into the festive season.

One is a tale of igniting the love between a couple with wordplay and the best Diwali compliment a woman can get in a resplendent Max dress and the other celebrates the comparative nature of kids during Diwali with interplay that rises above their innocence. Both the stories build from the new dress for Diwali and deliver the expression seamlessly. It’s always a pleasure to collaborate with Vivek Kakkad on our films as his storytelling elevates the narrative into an emotional experience every time.”

The brand films are being widely broadcast across TV, social media and digital platforms.