ovie buffs have a great monsoon to look forward to. Sony Entertainment Television's movies and special events channel, MAX, has unleashed a new brand campaign and contest that revolves around its brand promise, 'Deewana bana de', which translates into "being mad" about movies. The campaign portrays everybody being passionate about and influenced by Bollywood movies.

Albert Almeida, executive vice president and business head, MAX, explains they decided to take the existing campaign to the next stage after discussions with creative agency Euro RSCG. "MAX has been positioned as a channel offering Indians two things they are crazy about - Bollywood movies and cricket. The new campaign reiterates the fact that the passion for Bollywood movies has permeated to people from every walk of life," he says.... more