MUMBAI: Edtech major Byju’s has onboarded Jiten Mahendra as the new vice president & head marketing. Before joining the edtech company, Mahendra was with retail and hospitality conglomerate, Landmark Group for over 12 years, where he drove the sales for “MAX” Fashion as senior vice president marketing, he shared the news of his appointment on LinkedIn.
Earlier, sharing the development of his moving on from The Landmark Group, Mahendra said, “My 12 year long innings with #landmarkgroup group and #maxfashion comes to an end.”
“I can sum up this whole journey in two words “Passion” and “Perseverance” can make anything happen,” he further wrote, concluding with, “End of your journey is the beginning of the new one”.
Previously, Mahendra has been associated with brands such as Mahindra & Mahindra, Kansai Nerolac Paints, Zydus Cadila and Unilever, among others.
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.
MUMBAI: With Holi 2020 right around the corner, Max Fashion, the most profitable leading value fashion retail brand, released a vibrant new campaign, #MaxHoliApnoWali.
Conceptualised and created by Lightstream, the branded content studio owned by Rainshine Entertainment, the ad targets the Hindi speaking markets of UP, Bihar, and Jharkhand who are known to purchase new clothes during this time. The campaign has been rolled out in all three states, and across the brand’s digital platforms and in cinemas.
The ad portrays a typical Indian family based in Lucknow, where two sisters are seen teasing their younger brother, about throwing colour on him on Holi. In a heart-warming turn of events, the sisters surprise him with a beautiful Max Fashion Holi collection outfit instead. The campaign showcases the true festive feeling of togetherness and celebrating with your loved ones.
Speaking on the campaign, Max Fashion SVP marketing Jiten Mahendra said, “Customer engagement is the core of our communication strategy. Despite us operating in 17 international markets, for us connecting through regional connect is extremely critical and in our endeavour to create brand resonance we selected Holi as an occasion. Like the brand mission of democratising fashion, Holi is also an event which blurs the differences across age, caste and communities. Our campaign objective is to capture real moments and bring a smile on our customer’s face.”
Lightstream CEO Anuraag Srivastava said, “Holi is a widely celebrated festival in India, expressed through the beauty of colours. With the festival coming up next month, Max Fashion wanted to develop something meaningful that captures the true spirit of togetherness. We had the pleasure of working closely with them to conceptualise and translate this vision into a reality. Through this campaign, we were able to portray the celebrations in a quintessentially middle-class family, making it relatable for people across the target cities.”
MUMBAI: Changing the narrative of telling customers to wear to ‘fit-in’ and stay ‘trendy’, Max Fashion, in partnership with Dentsu Webchuteny has launched its latest campaign #BehenKuchBhiPehen, asking women to wear whatever they want to.
“For far too long, Indian women have had to dress in a way that they don’t necessarily want to,” says Lifestyle International vice president Jiten Mahendra. “Whether that be from the fear of being judged or because of unwritten societal codes, women don’t feel free enough to where the kind of styles they want. ‘Behen, Kuch Bhi Pehen’ is a statement of assurance that, when it comes to fashion choices, a woman must only listen to herself.”
The campaign is led by a music video, written by Dentsu Webchutney, sung and composed by renowned Bollywood playback singer Anushka Manchanda, and created in association with content creators – Culture Machine. The video is steadily beginning to find effect on social media channels such as YouTube, Facebook, and Instagram while the song is already receiving airtime on Radio Mirchi and Red FM. The video’s signature dance move is now also being recreated across India’s youngest social platform, Tik-Tok.
“At Dentsu Webchutney, we have always strived to generate brand-speak that creates an impact on the broader Indian society,” says Dentsu Webchutney client services director Priyanka Borah “Max has democratized fashion but our minds are yet to be! ‘Behen, Kuch Bhi Pehen’ marries the diversity of choice and selection that the brand offers to a statement of much-needed liberation. Kudos to Max for endorsing a statement that all modern women can get going with,” she adds.
MUMBAI: Durga Puja is one of the most auspicious festivals celebrated in India. With the aim to connect with its audiences and strengthen bonds, Max Fashion launched a beautiful TV campaign ‘Pujor Shuru Max E’. The film is shot with popular stars in West Bengal – Jisshu Sengupta and Nusrat Jahan.
The campaign revolves around the feeling of “Pujo toh eshei gyalo!” (Pujo is almost here!). With Durga Puja here, the excitement of Pujo begins a couple of months prior. The festive is all about shopping for new clothes, food, family and pandal hopping. Witnessing the city and its people gearing up for the festival is as exciting as the festival itself! In fact, most people begin their shopping too early as there’s so much to buy for themselves, family and friends. And once you’re done with shopping, the agonising wait begins which is even more beautiful.
MAX Fashion vice president of marketing Jiten Mahendra says, “Durga Puja season gives a great opportunity to connect with our primary TG which is family at an emotional level. Through this campaign, we have gone one step closer to our audience by taking an emotional high ground. We have contemporised Pujo celebration through this film at the same time kept the cultural nuances intact. We have shot the film in the local streets of Kolkata and the song is in Bengali.”
“We have made Nusrat Jahan and Jisshu Sengupta, the two famous celebrities in the industry as the face of the campaign which will for sure create an emotional connect with the customer,” he adds.
J Walter Thompson NCD Priya Shivakumar mentions, “The spirit of pujo is in the air months before the actual festival, with everyone counting down to the day with bated breath; and clothes are at the heart of all this excitement. The film captures these beautiful moments of anticipation juxtaposed with a treatment of cutaways. The parallel narrative of the city wearing its finery in the build up towards Pujo adds local flavour and character to the colourful festive mix of celebration and excitement, with a lilting track holding it all together.”
MUMBAI: Max Fashion recently launched its latest TV commercial. The film has been conceptualised by JWT and leverages the insight that there are endless ways to win your partner back after a tiff.
There are small moments of disagreement in all our lives that can be quickly resolved with a gesture of love. Max plays an essential role in settling these smaller moments of distress by offering affordable yet remarkably trendy fashion for every member of the family. The brand has used this insight as the inspiration for the campaign by positioning themselves as a ‘way out of a tricky situation’ in the film.
Max Fashion VP – marketing Jiten Mahendra said, “The ad film is targeted to appeal to the young Indian contemporary family and how Max continues to play a pivotal role in simple everyday situations.”
“For Max, this being its third TV film, it was important to continue the journey of humour, fun and style. We decided to give it an angle that is not only different but also stands out in terms of fashion and music treatment. We really hope you enjoy the TV film and it leaves you with a smile,” Curious Films director Vivek Kakkad said.
JWT chief creative officer Senthil Kumar commented, “It was important to continue the journey of humor-led human stories and showcase ‘over 3000 different styles to choose from.”
