Movie Channels
Max brings on board DDB Mudra as its new creative agency
MUMBAI: Hindi movie channels Sony Max and Max2, have roped in DDB Mudra as their new creative agency.
Commencing from 1 October, DDB Mudra will handle the creative duties for the brands Sony Max and Max2 which were previously handled by J Walter Thompson.
Commenting on this change Sony Max and Max2 VP marketing and communications Vaishali Sharma said, “With the ever changing business environment, it is important to continuously reinvent and innovate as a market leader. We are happy to have DDB Mudra as our new agency on board and look forward to working with them. We are confident that they will provide us with a fresh perspective for our campaigns and will enable us to scale new heights.”
The decision was closed following a competitive pitch by a few selectively invited agencies, vying for the account.
Talking about its new assignment, DDB Mudra Group executive director and president Rajiv Sabnis said, “If Bollywood and cricket are like religion in India, then Max is the temple at which Indian viewers pay obeisance. You can’t ask for better. The DDB Mudra mandate is to take this obsession with Bollywood and cricket to the next level.”
Movie Channels
Ek Deewane Ki Deewaniyat Premieres 14 Feb on Zee
Ek Deewane Ki Deewaniyat world TV premiere 14 Feb at 8pm passion meets politics.
MUMBAI: Cupid’s arrow just got a plot twist and it’s heading straight for your TV screen. This Valentine’s Day, Zee Cinema is turning up the heat with the world television premiere of Ek Deewane Ki Deewaniyat, a raw, rule-breaking romantic drama that proves love doesn’t always come wrapped in roses.
Set to air on Saturday, 14 February at 8pm, the film stars Harshvardhan Rane and Sonam Bajwa, directed by Milap Zaveri. It dives headfirst into obsession, heartbreak, and the kind of unconditional love that leaves scorch marks. Rane plays Vikramaditya, a powerful politician whose all-consuming passion for actress Adaa spirals into chaos when his feelings go unreturned unleashing a storm of emotion, misunderstanding, and life-altering consequences.
The timing couldn’t be sharper. Audiences are clearly craving intense love stories over sugar-coated ones, and this film taps straight into that vein. Harshvardhan Rane already has a loyal fanbase from his cult hit Sanam Teri Kasam, which cemented his status as the go-to guy for heart-wrenching romance especially among younger viewers who keep the film on repeat.
Milap Zaveri captured the film’s beating heart, “This film is about love that doesn’t follow rules. With Valentine’s Day being a time when audiences gravitate towards romantic narratives, the television premiere of Ek Deewane Ki Deewaniyat on Zee Cinema felt like the perfect fit. The continued love for intense romances shows there is a strong emotional appetite for such stories.”
Rane himself called it a story rooted in messy, honest emotion, “Ek Deewane Ki Deewaniyat explores love in its most intense and vulnerable form where emotions are messy and deeply human. It’s a story that doesn’t shy away from passion or pain on Valentine’s Day making it even more special as it reflects the many shades of love people experience.”
Sonam Bajwa added her take, “Ek Deewane Ki Deewaniyat is not a conventional love story, it’s raw, intense and emotional. Valentine’s Day is usually associated with happy romance but this film explores love in its most vulnerable form.”
So if your Valentine’s plans include more than chocolates and clichés, tune in to Zee Cinema at 8pm on 14 February. Because sometimes the most unforgettable love stories aren’t the ones that end neatly, they’re the ones that leave you questioning just how far passion can push before everything changes.
