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Deewanapan campaigns drive Max
MUMBAI: If there is one channel that goes the whole hog on advertising its brand and its major properties, it most definitely is Sony Entertainment Television’s (SET) special events and movies channel Max.
Remarkably, in the last two years, the channel has rolled out more than 20 different ad campaigns, starting from the Gully Cricket and the Rangoli ad to the latest ‘Look Alike’ ad, which reiterates the channel’s “Deewana Bana De” proposition.
AB effect rubs off on the ticket checker
The latest ‘Look Alike’ television commercial that the channel has rolled out accentuates the power Bollywood has on people. The ad has been shot in a small village in Maharashtra and begins with a man getting out of a train at the local railway station. He sees an Amitabh Bachchan look alike ‘coolie’ who offers to carry his luggage. The man is obviously stunned at the resemblance and the passion the ‘coolie’ has for his star icon.
Kids take on Bachchan at an early stage The Big B goatie effect
As the man passes goes out of the station, he comes across yet another Amitabh Bachchan look alike, this time the ticket checker. Then as he enters the village, he sees a bunch of kids coming out from the school and obviously, they too have the typical Big B hair-do. A cycle repair guy, a frame seller, a saloon guy, a guy reading a newspaper donning Big B’s trademark goatie and about 10 people watching an Amrish Puri movie — all Amitabh Bachchan look alikes. The ad clearly depicts the craze people have for Bollywood movies and stars.
Mocambo makes his mark!
To “fit in” with the people of the new town, this man has just come to, he decides to get a similar Big B hair. So the next day he does just that! The moment he comes out of the barber’s shop, he sees a major transformation in the people of the village. The people, who only yesterday were mimicking Bachchan, were today bald! And all of them. One can call it the Amrish ‘bad man’ Puri affect! This leaves the our man totally baffled. The ad ends with the tagline of the channel – “Max – Deewana Bana De.”
Hair today! Gone tomorrow!
Interestingly the ad is backed only by visuals and a music score without any word play. Conceived by Euro RSCG senior creative director Ashok Karnik, the ad has been directed by Shamin Desai. Max vice president marketing and communications Tushar Shah says, “In today’s competitive and cluttered environment, brand building is very important. Our new channel packaging is also a step towards that. As far as ads are concerned, a fatigue factor tends to set in after a while and that’s the reason why we are consistent with our advertising.”
Shah emphasises that ‘Deewana Bana De’ is not a mere tagline for them; it’s a promise and the channel leaves no stones unturned to fulfill that promise to its viewers. Also since Max is a fairly new channel when compared to the likes of Zee Cinema, which have a four-five year headstart; the effort on the Max’ behalf is also maximum.
While the Gully Cricket ads and the Rangoli ad are still engraved in the minds of the viewers; Max instead of basking in that success story, is out with a vengeance to capture viewer attention yet again with this new ad.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
