SET Max appoints JWT India as creative partner

Sumedha Srivastav - Televisionpoint.com | Mumbai
SET Max, the movie and special events channel from Multi Screen Media India (MSM India), has shifted creative agencies. TBWA India, which had been working on SET Max for the past two years, will no longer do so; the account has moved to JWT India, following a pitch process.

The account size is pegged at Rs 20 crore. The decision was closed following a competitive pitch by a few selectively invited agencies, vying for the account. Mediacom India handles the media duties for the brand Max.

Sneha Rajani, executive vice-president and business head, SET Max, said, "With the ever changing business environment, we at Max were looking at a new partnership that would clearly give our brand a reassured impetus."

Speaking about the new agency JWT, Rajani says, "We reviewed several options, but JWT emerged clearly as the best fit with their past experience in the segment, crisp strategy and creative philosophy. We believe Max and JWT can together deliver the best brand commitment, while commanding consumer loyalty."

Colvyn Harris, chief executive officer, JWT India, says, "It is a clear testament of passion and teamwork at the JWT India team. The mandate is an end-to-end solution, where JWT will partner on the unification platform. This is both exciting and challenging and we look forward to working together to reaffirm the brand's leadership position."

For branding, TBWA was responsible for the first and second season of the Indian Premier League (IPL) Twenty20 cricket tournament. The last IPL campaign for the second season was shortlisted in the Films category this year at Cannes 2009.

In 2008, the tournament was promoted as a full fledged entertainment package – so the campaign Manoranjan Ka Baap. In 2009, based on the same insight, SET Max had launched its second campaign for IPL 2, it was called Ek desh, Ek junoon.

Prior to TBWA, SET Max was serviced by Euro RSCG India for five years and it coined the famous Deewana Bana De campaigns, which reflected India's passionate connection with movies and cricket, and later, became synonymous with the brand. The ads even featured famous cricketing and film legends, and portrayed the extent to which a person loses himself/herself in movies and cricket.

The expression Deewana Bana De is still retained in spite of the shift, but a vibrant rendition will follow. Rajani says SET Max is willing to look at both conventional and unconventional means of advertising, as per the needs of the campaign.