Brands
Max Marketing marks 10 years of redefining film promotions in India
MUMBAI: India loves a blockbuster but in the last decade, it wasn’t just films making waves, it was the campaigns behind them. This August, Max Marketing & Innovations, the brainchild of Varun Gupta, marked 10 years of rewriting the rules of film promotion in India, turning over 150 releases into cultural moments. From concerts that made characters come alive to billboards that became landmarks, Max’s decade-long playbook is a masterclass in spectacle. For Kabir Singh, they staged a live concert; for Satya Prem Ki Katha, they turned a white heart emoji into a trending symbol of love and acceptance. In Ayodhya, they even unfurled a 50-ft poster at Ram Ki Paidi, creating a historic fusion of cinema and sacred space.
Actors and filmmakers have been unanimous in their applause. Ranveer Singh calls Max’s campaigns “spectacle-making,” Tabu says they’re “always fresh, always impactful,” while Vishal Bhardwaj insists that “promotion today is as much storytelling as the film itself and Max weaves that magic.” From Anil Kapoor to Sooraj Barjatya, Kabir Khan to JP Dutta, the chorus is the same: Max doesn’t just market films, it creates memories.
Their portfolio reads like a greatest hits playlist: RRR, Animal, Article 370, Major, Padman, Bhool Bhulaiyaa 2, Hanuman, all stamped with the agency’s flair for scale and innovation. Beyond splashy stunts, Max has championed inclusivity too, with campaigns like the “Common Man’s Campaign” that put films on autos, buses, and metro hoardings, ensuring cinema met audiences in their daily grind.
Reflecting on the milestone, Gupta says: “From day one, our aim was to craft experiences, not campaigns. The next ten years are about pushing boundaries further, creating stories that outlast opening weekends.”
As Max steps into its second decade, the stage is set for an even bigger act where cinema, technology, and culture collide. If the last 10 years proved anything, it’s this: when Max is in the picture, the marketing itself is part of the show.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
