This Women's Day, Max Fashion launches 'Behen Kuch Bhi Pehen' campaign

A Woman is more than what she wears.

More than what you see.

This Women’s Day, let’s look beyond her look.

Max Fashion, a leading family fashion brand from the Landmark Group is taking a courageous step this Women’s Day after having them established for 13 years in the country. For the first time, Max is doing a thematic, women oriented integrated campaign ‘Behen Kuch Bhi Pehen’.

Max brand mission is to democratize fashion. Women being brand’s core TG contribute more than 60% to the business hence the focus on strategic brand communication and establishing Max as a brand with a point of view.

The insight being women often hold themselves back from wearing certain styles out of fear of judgement. Anything from a comment passed by a peer, or a rule posed by a fashion guru, many factors influence a woman while she’s getting dressed. Clothing being a form of expression shouldn’t be impacted by inhibitions of any sort. We need to encourage women to leave the rules, judgements, and fears behind, and wear whatever they want to.

The song has been sung by Anushka Manchanda supporting the campaign and giving the message ‘Behen, Kuch Bhi Pehen’ to Max women followers, the campaign has been conceptualised by Dentsu Webchutney, Bangalore and executed by Culture Machine.