Campaign details

Brand: Sony Max 2
Brand owner: SPN
Lead agency: DDB Mudra Group
Country: India
Industries: TV channels, services, programmes
Media channels: Events & experiential, Online display, Print, Social media, Television
Budget: Up to 500k

Executive summary

With digitisation picking up in India, the media and entertainment landscape is becoming increasingly evolved and chaotic. As Sony Max 2's competitive set expands every year, its robust library of old and iconic Hindi cinema is its biggest strength.

As rapid urbanisation isolates us further, iconic films assume even more relevance as emotional connectors to a shared past. Our campaign sought to drive the brand's timeless positioning through the expression "Kuch Filmon Ka Jaado Kam Nahi Hota", while also increasing viewership. The effort resulted in increases in time spent viewing and gross rating points (GRPs).