ITV

Tag: Max Fashion

  • Max Fashion gets a makeover that fits the future

    Max Fashion gets a makeover that fits the future

    MUMBAI: Looks like Max Fashion just hit refresh. The homegrown style favourite has unveiled a brand-new identity and flagship store at Bengaluru’s Phoenix Marketcity, marking a bold stride from racks to experiences.

    The new look isn’t just a logo glow-up, it’s a mindset shift. With a clean, modern design language and an emphasis on how shoppers feel inside the store, Max is moving from being product-first to experience-led. Think open layouts, warm lighting, ambient music, and even a signature scent, all crafted to make fashion feel personal, social, and selfie-ready.

    “Max Fashion has always stood for great style, but today’s customers want more: relevance, ease, and inspiration,” said Max Fashion CEO Sumit Chandna. “Our new identity celebrates individuality while keeping the value promise that Max is known for.”

    The 12,000 square feet flagship store brings this fresh philosophy to life with a dramatic “fashion theatre” display, curated trend edits, and intuitive store navigation that makes shopping feel effortless. Trial rooms come with flattering lighting, checkout happens via sleek digital POS counters, and the “endless aisle” feature lets customers browse more sizes and styles online.

    From bold visuals to reimagined collections featuring easy fits and modern cuts, Max’s reboot is designed for a generation that wants to look good and feel good while doing it.

    With over 500 stores across 140 cities, Max plans to roll out this identity nationwide in the coming months, setting a new tone for value fashion that’s modern, connected, and confidently Indian.

    New look. New vibe. Same Max magic, just made for now.

  • Max Fashion promotes insider as CEO

    Max Fashion promotes insider as CEO

    MUMBAI: Retail empires are not built by the faint-hearted. Sumit Chandna, freshly installed as chief executive of Max Fashion, knows this better than most. The 25-year veteran, promoted from deputy chief executive at Lifestyle International, has spent a career extracting profits from India’s cutthroat retail trenches.

    His record is formidable. At every stop—Shoppers Stop, Hypercity, Aditya Birla Retail, Bata India and Landmark Group—Chandna has delivered the same brutal formula: fatter margins, leaner costs, higher sales. It is a skill honed across hypermarkets, department stores and specialist retail, from high fashion to groceries.

    A graduate of the National Institute of Fashion Technology in Delhi, Chandna earned his stripes at Shoppers Stop, where he launched India’s first designer co-brand, Kasba, with Raghavendra Rathore. At Hypercity, he built merchandising systems from scratch and delivered results 70 per cent above plan with margins six percentage points higher than target. During an 11-year stint at Aditya Birla Retail, he rose to chief merchandising officer, pushing promotional sales from eight per cent to 23 per cent in four months and launching profitable private-label lines.

    Three years at Bata India saw him juggle retail operations and merchandising before Landmark Group poached him in 2022 to run Max as deputy chief executive. Now he has the corner office.

    Chandna is also a certified executive coach who has recruited talent from top business schools across India and Asia, lectured at management campuses and attended leadership programmes at Harvard and IMD in Lausanne. He won the Aditya Birla Group chairman’s award for exceptional contribution—no small feat in a conglomerate that size.

    His mandate at Max is simple: keep the juggernaut rolling. In announcing his promotion, Chandna promised to lead the brand into its “next phase of growth, innovation, and impact”. Strip away the corporate speak, and it means the same thing it always has: sell more, spend less, make more.

  • Social Panga paints bold future with Soumabha Nandi as creative strategy EVP

    Social Panga paints bold future with Soumabha Nandi as creative strategy EVP

    MUMBAI: Social Panga has added a fresh stroke of creativity to its canvas with the appointment of Soumabha Nandi as executive vice president for creative strategy & growth. This strategic move is set to elevate the agency’s storytelling game, blending innovation with business impact as it continues its expansion spree.

    Som shared, “Social Panga’s people-first approach and hunger for the new really resonated with me. With evolving markets and breakthrough technologies, this is exactly the kind of creative playground that fuels me. I look forward to pushing boundaries and making an impact.”

    Social Panga co-founder Himanshu Arora said, “His expertise in creative strategy and business impact aligns perfectly with our vision. As we continue pushing creative boundaries, Som’s leadership will be instrumental in our next growth phase.”

    Social Panga co-founder Gaurav Arora added, “At Social Panga, creativity and strategy go hand in hand. Som’s ability to fuse big ideas with data-driven insights will elevate our client relationships and inspire our team to deliver exceptional work.”

    Bringing over 13 years of brand transformation expertise, Som (as he is popularly known) has crafted narratives for industry giants like Flipkart, Disney plus Hotstar, Max Fashion, Phonepe, Mcdonald’s, Domino’s, and more. At Social Panga, he will steer the creative vision, drive new business, and foster a culture where bold ideas turn into tangible results.

  • 17 years of Max: Redefining affordable fashion in India

    17 years of Max: Redefining affordable fashion in India

    Mumbai: Max Fashion, marks 17 years of its presence in India, touching over 480 stores. The brand’s success is deeply rooted in its core values of, affordability, and trendsetting styles, making fashion clothing accessible to everyone. Reaffirming its promise to serve millions of Indian consumers, Max captures a share of mind in value fashion, catering to the ever-changing needs of its target audience. Growing its customer base to 35 million, the brand is geared to set new benchmarks for the apparel market, building a strong connect with the style-conscious, youth audience.  

    Max Fashion vice president & head of marketing Pallavi Pandey adds, “Max has always been driven by a vision to democratize fashion, and our growing position in the market is a testament of the trust and loyalty customers have shown towards the brand, over the years. We are very excited about the evolving and rapidly transforming Indian market. The opportunities in our market are immense and we continuously strive to deliver the latest fashion trends at affordable prices to everyone on the Family.”

    Always ahead of the times, Max continues to build its prowess in creating a world-class shopping experience. Extending its presence from offline to online with its e-commerce platform maxfashion.com and now on mobile, the brand stands out for its largest social footprint with 1 million+ youth following on Facebook and Instagram. The entire gamut of the shopping experience, from e-kiosks to features like click ‘n’ collect at stores, is driven by omnichannel thinking and the brand’s belief in ease of shopping.

    One of the first to have introduced international styles, Max keeps up with an up-to-date clothing line for its diverse audience, bringing in new styles every 45 days. To match evolving trends and consumer demand, the brand introduced new fashion verticals, ensuring everyone finds what they want. From shirt shop to Lingerie, to baby clothes, Max recently launched its new line of sustainable products under, “Max Cares”.

    Witnessing a sharp rise in customer loyalty and an increasing base of new shoppers, year on year, Max is invested responsibly. The brand actively engages in initiatives that reduce environmental impact, promote ethical sourcing, and support community development. 

  • Max Fashion’s ‘Amio Durga Campaign’ returns with grand celebrations across multiple cities

    Max Fashion’s ‘Amio Durga Campaign’ returns with grand celebrations across multiple cities

    Mumbai: Max Fashion has unveiled the highly anticipated second edition of its month-long Pujo campaign, “Amio Durga” starting 18 September. Launched through a powerful video, the campaign aims to acknowledge the modern-day avatar of Durga – ‘the women’, who gracefully navigate through multiple roles in their daily lives. The initiative is aimed at recognizing and celebrating women from all walks of life and diverse backgrounds who continue to make a difference around them.

    The campaign invites women from all walks of life to come forward and share their inspiring journeys. A distinguished panel of judges will evaluate the submissions, and the winners will be revealed and exclusively rewarded during the grand finale on 7 October at the City Centre New Town, Kolkata.

    “Women are the backbone of our society and it’s high time that we acknowledge their hard work and dedication. The Amio Durga campaign is our way of not only recognizing but honoring these incredible individuals, ensuring their extraordinary achievements do not go unnoticed,” stated Max Fashion India territory head Rajib

    “Max Amio Durga 2.0” will stand out as a unique experience for consumers, with an exciting line up of activity and engagement over a 40 day period. Speaking on the occasion, Max Fashion India head of marketing Pallavi said, “We are delighted to initiate an expressive and celebratory campaign to honour the women of today who are no longer confined to gender roles, are courageous and head their passion and profession every day. I invite all our Durga in the society to come forward and share their stories of strength which will inspire and pave the way forward for not just all women but also the men in our society to recognize and empower strength around us”.

    This year’s activation targets multiple cities in the Eastern part of India, including West Bengal, Odisha, Jharkhand, and parts of the Northeast, making this festive campaign bigger than ever. With 2 new stores coming up this period, Max will continue to ramp up presence in the  East. 

    Keeping up with the festive spirit, the brand throughout the region is also hosting a series of exciting events and deals which will continue till 24 October.

  • Max Fashion makes societal judgement their enemy in the second edition of ‘Behen Kuch Bhi Pehen’

    Max Fashion makes societal judgement their enemy in the second edition of ‘Behen Kuch Bhi Pehen’

    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.

  • Max Fashion partners with Lightstream for #MaxHoliApnoWali campaign

    Max Fashion partners with Lightstream for #MaxHoliApnoWali campaign

    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.”

  • Max Fashion, Denstu Webchutney democratise fashion saying #BehenKuchBhiPehen!

    Max Fashion, Denstu Webchutney democratise fashion saying #BehenKuchBhiPehen!

    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.

  • Max Fashion launches campaign for Durga Puja

    Max Fashion launches campaign for Durga Puja

    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.”

  • Max’s fresh take on contemporary urban lifestyle

    Max’s fresh take on contemporary urban lifestyle

    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.”