MAM
Max Fashion makes societal judgement their enemy in the second edition of ‘Behen Kuch Bhi Pehen’
India: Max Fashion, a leading family fashion brand from the Landmark Group aimed to empower women last year with their powerful campaign ‘Behen Kuch Bhi Pehen’ This year, on International Women’s Day, the brand is yet again ready to question stereotypes and start the conversation around fashion and freedom with ‘Behen Kuch Bhi Pehen: Kya Pehna Hai!’
Last year, Max Fashion urged women to let go of their self-doubt and be themselves. This year the brand is all ready to question the assumed role of moral police that society loves embracing when it comes to women’s fashion choices. This Women’s Day, Max Fashion released another version of their earlier campaign and their nemesis is the question mark.
Talking of the cultural context, whenever women make stand-out fashion choices they are objected to various questions, the most famous being, “Kya pehna hai?” Max wanted to change this judgment-fueled interrogation into a more positive space of compliments. This was achieved by a simple play on the punctuation, replacing the question mark with an exclamation mark: ‘Kya Pehna hai!’. The objective was to encourage the audience to set the question mark straight and let women wear what they want.
Max’s brand mission is to democratize fashion. Women being the 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 music video has come alive with the powerful voice of Neha Bhasin. The campaign features the likes of Sherry Shroff, Vidya Malwade, and Nilu Thapa – women with strong voices on the internet. The campaign has been conceptualized by Dentsu Webchutney, Bangalore.
Jiten Mahendra, Vice President- Marketing at Max Fashion says, “The campaign aims to create a positive environment, where women can explore fashion in their own way. We have made an attempt to replace the judgment and hate with appreciation and encouragement. The campaign puts the long-running fashion diplomacy to rest by encouraging women to reclaim their power of choice.”
PG Aditya, Executive Creative Director says, “Dentsu Webchutney has always believed that brands can start conversations to change the larger social narrative. Max has always been a fashion brand that provides its customers with various choices and empowers them to make them too. With this extension of ‘Behen Kuch Bhi Pehen’, Max has put society’s attitude under the scanner and raised some pressing questions.”
The campaign is running heavily on Digital, print, radio and outdoors.
MAM
Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
