Movie Channels
Max goes in for another signature makeover
MUMBAI: Whatever the logic, Max, the sister channel of SET, has once again changed its signature – to ‘Deewana Bana De’. Max, carved out of SET to give both channels a distinct focus, had been positioned as a channel ‘Where your heroes belong’ in April 2001.
Then Max executive V-P Kacon Sethi had said that the world of Hindi cinema and cricket share a common platform on Max. The forthcoming cricket season on the channel, the new brand ambassador in the form of Kapil Dev and the growing emphasis of the channel on events as well seems to have coaxed SET top brass into thinking that ‘Deewana bana de’ will be more appropriate in encompassing the excitement, cricket action, passion and entertainment that the channel offers.
The line, conceptualised and developed by Euro RSCG, is intended to symbolise passions and aspirations of the viewers, according to Max business head Rajat Jain. The line has been appearing on all advertising, promotional and programming material for Max since August. The slew of new shows on the channel, including the Ruby Bhatia anchored Cricket Masala and Kapil Dev’s Kapil Dil Se are critical to the mood that the channel is trying to create prior to the ICC Champions Trophy that will be telecast on the channel from next week (12 September the tournament kicks off).
While Max’s focus last year lay in the territory of films – acquiring blockbusters like Kaho Na Pyaar Hai, Mission Kashmir and Hera Pheri, as well as Yash Chopra’s films, the focus has now shifted to ‘cricket, movies and events’. The effort since last year has been to project Max as being on par with and not an appendage of SET, and the new look that Max acquired in January 2002 as well as the new signature it has recently given itself are all aimed at reinforcing that message.
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.
