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Tag: Sony Max

  • L&T Finance bowls a yorker with Jasprit Bumrah in new TVC

    L&T Finance bowls a yorker with Jasprit Bumrah in new TVC

    MUMBAI: Talk about delivering at pace! L&T Finance Ltd. (LTF) has just dropped a high-octane TV commercial titled ‘Just Zoom Two-wheeler Loans,’ and it’s got more zip than a Jasprit Bumrah bouncer. With the speedster himself front and centre, the campaign cheekily pitches LTF’s loan process as being just as fast and precise as Bumrah’s bowling.

    Launched to coincide with the cricket frenzy of the Asia Cup 2025, where LTF is the associate sponsor on the Sony TV broadcast network, the ad is set in a swanky two-wheeler showroom. The moment of magic? As a hesitant customer wonders about the speed of loan approvals, a TV in the background shows Bumrah charging in. In perfect sync with his iconic run-up and wicket-taking delivery, the loan is approved in real time: documents uploaded, processed, and done.

    The spot cleverly underlines the brand’s tagline ‘Bumrah ki speed par’, marrying cricket fever with financial speed, thanks to LTF’s proprietary AIML-powered credit engine, ‘Project Cyclops’. This tech marvel whirs behind the scenes, assessing credit worthiness instantly and delivering approvals with, well, Bumrah-esque precision.

    “We wanted the film to be as sharp and direct as a Bumrah yorker,” said LTF, chief marketing officer, Kavita Jagtiani. “From instant approvals to AI-powered personalisation, the campaign captures everything we stand for: speed, precision, and simplicity.”

    But this isn’t just a TV play. LTF is rolling out a full-throttle integrated marketing campaign across 13 cities, including hoardings, metro branding, airport takeovers, inflight magazine placements, and even a WhatsApp bot to help you finance your dream bike with a few taps.

    And there’s more for cricket buffs – an AI-powered ‘Bowl like Bumrah’ contest invites fans to mimic the pacer’s style and speed for a chance to win exciting prizes, including Bumrah-signed gloves. The digital buzz is further amped up through an influencer campaign and a social media blitz.

    Viewers can catch the TVC on Sony Sports (in English, Hindi, Tamil, and Malayalam), as well as Sony Pix, Sony Max, Sony Wah, and their HD variants.

  • Sony Pictures’ Juhita Gupta takes lead role on YouTube channels

    Sony Pictures’ Juhita Gupta takes lead role on YouTube channels

    MUMBAI: Sony Pictures Networks India has handed the reins of its YouTube channels to Juhita Gupta, a seasoned media professional with over 16 years of consumer insights and market research under her belt.

    Gupta, who has spent more than a decade shaping programming strategies and audience growth across Sony Sab, Sony Pal, Sony Max and Set, is known for blending data storytelling with sharp commercial impact. Her remit now includes steering Sony’s digital video footprint at a time when streaming platforms are fighting fiercely for attention.

    Before joining Sony, she worked with 9XM, Disney Channel, Hungama, Star Movies and Channel V, giving her a panoramic view of India’s entertainment ecosystem, from kids’ content to blockbuster films.

    She began her career in FMCG research at Nielsen and TNS, tracking categories from skincare to home care. Those early years sharpened her instincts in quantitative and qualitative research, a skill set she later repurposed for television and, now, digital.

    Gupta’s expertise runs the gamut from weekly TV ratings (TAM, BARC) and promo planning to ethnographies, focus groups and social listening. In her own words, she thrives on “insight mining” and translating numbers into narratives, a talent Sony hopes will give its YouTube channels an edge in the battle for viewers.

  • Sony MAX Premieres Saale Aashiq – A Paradigm Shift in the Movie Industry

    Sony MAX Premieres Saale Aashiq – A Paradigm Shift in the Movie Industry

    Building on the success of their supernatural thriller “Adbhut” released last September, Sony MAX is once again breaking ground with the direct-to-TV release of “Saale Aashiq”. This movie offering signals our commitment to delight linear TV viewers with compelling and exclusive content.

    “Saale Aashiq” will Premiere on Sony MAX on February 1, 2025, at 8:00 PM. Set against the backdrop of a small town in Madhya Pradesh, the film narrates the captivating love story of Shatru (Tahir Raj Bhasin) and Gudia (Mithila Palkar) as they navigate challenges to stay together. The star-studded cast also includes veteran actors Chunky Pandey and Darshan Jariwala.

    With its unmatched reach and viewership potential, Sony MAX’s direct-to-TV release initiative is a smart, consumer-first response to the shifting viewing preferences. It seeks to reignite the tradition of families gathering around the Television at a set time to enjoy a shared experience.

    Makarand Palekar, EVP, Head – Distribution Sales, Marketing and Operations, Sony Pictures Networks India (SPNI)

    “Direct-to-TV releases leverage the broad reach of linear television to maximise audience engagement while catering to evolving content consumption trends. This strategic approach strengthens distribution, ensuring wider accessibility and driving viewership growth. Sony Pictures Networks India remains committed to innovative distribution initiatives that enhance content reach and impact.”

    Sony MAX’s direct-to-TV initiatives boldly bridge the gap between viewing preferences, delivering high-impact content directly to TV and capturing young audiences. The strong audience desire for fresh content has made watching new releases at home rival the appeal of a theatrical experience.

  • Sony MAX to premiere Sabbir Khan’s ‘Adbhut’ as first direct-to-TV film

    Sony MAX to premiere Sabbir Khan’s ‘Adbhut’ as first direct-to-TV film

    Mumbai: After the recent box office success of horror-supernatural movies such as Shaitaan, Stree 2 and Munjya, Sony MAX is set to make history with the highly anticipated supernatural thriller and Sony MAX Original Release: Adbhut as a Direct-to-TV Release, ushering a new era in Bollywood.

    Directed by Sabbir Khan and starring the critically acclaimed Nawazuddin Siddiqui, alongside Diana Penty, Shreya Dhanwanthary and Rohan Mehra, Adbhut promises to deliver a spine-chilling experience that will enthrall audiences nationwide. The film, produced by Sony Pictures International Productions and Sabbir Khan Films, explores a world where the supernatural collides with reality.

    This signals a new era for television, positioning it as a formidable platform for high-profile film releases.

    Adbhut director Sabbir Khan said, “Television has always been a powerful medium in India, reaching millions of homes across the country. With Adbhut, we are not just releasing a film; we are penetrating across crores of Indian households all at once. We are making history by embracing a new model that puts the audience first.”

    Lead actor Nawazuddin Siddiqui said, “Adbhut is a film that pushes boundaries, not just in its story but in how it’s being shared with the world. It’s exciting to see a film reach millions of people at once through television. The supernatural genre has always intrigued me, and I believe audiences will find the experience both thrilling and thought-provoking. With this direct-to-TV release, we’re breaking new ground, and I’m proud to be a part of this historic moment.”

    Sony MAX head – programming & on-air promotions  Udayan Pradeep Shukla commented, “In a rapidly changing world, it’s crucial to innovate and adapt. Sony MAX Original Release: Adbhut is our statement of intent that quality content should be accessible to everyone, and the unparalleled reach of television offers the perfect stage for such a monumental event on Sony MAX.”  

    This strategic release is set to create waves across the industry, starting a trend where television can potentially become a viable platform for major film releases – so far driven by OTT. This is expected to redefine how audiences consume blockbuster content, making high-quality entertainment more accessible than ever before. Adbhut stands at the forefront of change, heralding a new dawn for television as the ultimate platform for the new wave of cinema that will follow in 2024.

  • “Dekho, Jeeto Aur Jeetao” with Sony Max’s latest initiative with the WTP of Shakuntala Devi

    “Dekho, Jeeto Aur Jeetao” with Sony Max’s latest initiative with the WTP of Shakuntala Devi

    MUMBAI: Shakuntala Devi’s quest for knowledge was unmatched. And so was her love for Mathematics. Sony Max, a premium Hindi movie channel is all set to provide viewers with an opportunity to help someone with the gift of knowledge with a unique campaign titled ‘Dekho, Jeeto aur Jeetao with Shakuntala Devi’ as part of the promotional plan for the world television premiere of Shakuntala Devi this December.

    With this activity fans have to click a selfie of themselves while watching the premiere of Shakuntala Devi, post them on Sony Max’s official Facebook page or on their Instagram stories, tagging @SonyMAX using #DekhoJeetoJeetaoContest. For each participant, Sony Max promises to contribute Rs 100 to help those in need by donating tablets and giving children at Salaam Balak Trust (an Indian non-profit and non-governmental organization which provides support for children in street situation) an opportunity to learn and build a bright future. Sony Max urges fans to take this opportunity to help give the gift of knowledge to these deserving children and keep Shakuntala Devi’s legacy of learning alive.

    Watch the TVC here- https://www.facebook.com/watch/?v=455275682547998

    Sony Max business head Neeraj Vyas said: Sony MAX has always introduced interesting initiatives to keep the audiences engaged, entertained and informed. The latest campaign, “Dekho, Jeeto aur Jeetao with Shakuntala Devi” aims to take the cause of e-learning a notch higher. The story of Shakuntala Devi is a real-life empowering tale about mathematical brilliance and we believe students tend to get inspired by such motivating & gripping stories of great personalities. Therefore, at Sony Max we are thrilled to take this opportunity to support new-age education and make viewers a part of it by donating tablets to the students who are keen to learn.”

  • Come, Fall in Love All Over Again as Sony MAX celebrates 25 years of DDLJ

    Come, Fall in Love All Over Again as Sony MAX celebrates 25 years of DDLJ

    Aditya Chopra's trendsetting romantic cult masterpiece, Dilwale Dulhania Le Jayenge (DDLJ), completes 25 years on October 20, 2020. In a bid to commemorate the timeless movie and offer Indian viewers a slice of Bollywood's golden era, Sony MAX and Sony MAX2 will showcase a special telecast of the longest running film in Indian cinema at 12 PM and 7 pm respectively.

    The movie that initially hit screens on October 20 1995, has a tremendous fan following across all generations. With the dynamic duo, Shah Rukh Khan and Kajol in the lead, along with power-packed performances from Amrish Puri, Anupam Kher, Parmeet Sethi, Mandira Bedi and Pooja Ruparel, DDLJ went on to become an inspiration for love stories in India. A quarter-century post its release the movie continues to spell magic on the Bollywood fans like never before.

    Dilwale Dulhania Le Jayenge follows the incredible journey of the charming Raj and contrastingly conservative Simran, who fall in love while vacationing in Europe. The couple takes audiences across India, London and Switzerland as they cross multiple hurdles before the famous 'Jaa Simran Jee Le Apni Zindagi’ moment.

    The movie that set the trend for romantic comedies in Bollywood and inspired fashion in the 90s, continues to garner immense love from all the Bollywood Deewana's across the country.

  • Sony MAX brings the World Television Premiere of Dwaraka – here’s why you should not miss it

    Sony MAX brings the World Television Premiere of Dwaraka – here’s why you should not miss it

    Dwaraka is a fascinating story of how love turns the life of Erra Seenu (Vijay Devarakonda) upside down – but only for good. Also, starring Prakash Raj and Murali Sharma who are extremely popular for their roles in Hindi movies, the film is a total entertainer and here are a few reasons all Bollywood fans should not miss the World Television Premiere of Dwaraka on Sony MAX on Sunday, 29 August at 8 PM.

    The Handsome – Vijay Devarakonda

    There is no denying that this dashing actor enjoys a cult following across India. The dashing actor, known for his prominent on-screen presence and handsome looks is one of the most loved actors in India today. Dwaraka is considered as one of Vijay's best performances. Do we need to give you any further reasons to watch the movie?

    Believe in the power of love

    Dwaraka revolves around Erra Seenu, a thief who is mistaken as a Swami. However, the script takes a drastic turn when Vasudha (Pooja Jhaveri) steals his heart. The film further takes the audience to a delightful journey where Erra decides to start afresh for the love of his life.

    The Starcast

    Besides Vijay, the film boasts a fascinating line-up of some of the finest actors who have delivered amazing performances in the movie. Vijay's opposite number and the lead actress Pooja will leave no stone unturned to make you fall in love with her performance, meanwhile pivotal roles essayed by Prakash Raj and Murali Sharma too are bound to keep you on the edge. The movie also features comedian Raghu Babu who will consistently deliver those comic punches throughout the movie.

    Catch the World Television Premiere of Dwaraka on Sony MAX on Sunday, 29th August at 8 PM.

  • Sony MAX to celebrate 5 years of S.S. Rajamouli’s Bahubali: The Beginning

    Sony MAX to celebrate 5 years of S.S. Rajamouli’s Bahubali: The Beginning

    Mumbai: Sony MAX will celebrate 5 years of Bahubali: The Beginning through a special telecast of the Prabhas and Rana Daggubati starrer on July 11 at 8PM. Five years since its release, Bahubali: The Beginning, has continued to maintain a special place in every Bollywood fan’s heart with its high-octane stunts,  gripping storyline and a stellar cast.

    The movie that first hit the screens on July 10, 2015, features superstar Prabhas, Rana Duggubati and Tamanna Bhatia in the lead roles who were supported by Ramya Krishnan, Sathyaraj, Anushka Shetty, and Nassar. The first of two cinematic parts, the film follows Shiva, an adventurous young man who helps his love Avanthika rescue Devasena, the former queen of Mahishmati who is now a prisoner under the tyrannical rule of king Bhallaladeva. The movie concludes with probably one of the most intriguing suspense scenes of all time, leaving fans with the question, "Katappa Ne Bahubali ko Kyun Maara?"

    The movie is also fondly remembered for its pioneering VFX, production design and cinematography by V. Srinivas Mohan, Sabu Cyril and K. K. Senthil Kumar respectively. The film's brilliant soundtracks and background score were composed by M. M. Keeravani (M.M. Kreem).  

    Comments:

    Samay Thakkar, Hindi voice-over-artist for Katappa’s character

    Even after the 5 years of the film’s launch, I think the one thing that stood out is the passion and brilliant performances by all the lead actors and supporting cast. Rajamouli sir's direction has been remarkable too. The creative storytelling with the on-point humour element by Katappa’s character makes the film a full-time entertainer. I can never get bored of watching the film on Sony MAX whenever it airs. The movie even 5 years after the release still feels fresh.

    Stay Tuned to witness a nostalgia ride with Bahubali and Katappa in

    Bahubali: The Beginning on Sony MAX at 8 PM on July 11th.

  • Need to be nimble, proactive and innovative with our strategies: Sony MAX 2’s Vaishali Sharma

    Need to be nimble, proactive and innovative with our strategies: Sony MAX 2’s Vaishali Sharma

    MUMBAI: A few years ago, Sony Pictures Networks India decided that it was necessary to split its vast repertoire of movies. This led to the birth of Sony MAX 2 which shows movies from the 1950s to the year 2000 that are meaningful or nostalgia-evoking.

    Now, in an attempt to engage with digital viewers and Bollywood fans, the channel has built up a Timeless Digital Awards property with the theme of 'Legends Ke Yadgaar Kirdhar'.

    Sony SAB and MAX Cluster marketing head Vaishali Sharma says, “Four years ago we decided to do a very unique kind of awards in the digital space while everyone was doing on-ground events and that too for latest movies. So, we wanted to start something for movies over the decades. We did around two seasons. This year, we thought of celebrating the viewers’ favourite characters."

    There are four categories: male actor, female actor, comedian and villain. Every 10-12 days, one category is opened up for people to vote. There are around roughly ten legends or character in every category. Sharma says that last year it had around 4 lakh votes, and this year in 10 to 15 days, it has witnessed over 2 lakh votes. “We thought that we will surpass the number what we hit last year. The trend as of now looks exciting," she says.

    The awards take into account previous awards as well as the popularity of characters. “The entire focus is on the digital platform. We are using all social media platforms; we have created online promos and programmatic marketing. We are doing this for our online viewers and it’s an engagement activity," she adds.

    Coming to the channel’s own marketing strategy, Sharma says that it is defined by the business objective as well as the dynamics of the industry which continuously sees many changes in terms of its measurement structure, NTO, etc. “We have to be very nimble, proactive and innovative with our strategies.”

    Revealing her plans for 2020, Sharma informs, “I think this year would be a very exciting year for us both in terms of MAX 2 and MAX which have been leaders in their own genres of Hindi cinema. There are many challenges in the industry with the NTO and we never know what can happen in the future. So, we need to be prepared to be able to work around all the changes that are happening and ensure that we continue to be leaders in this category."

    Despite being just four-years-old, Sharma says that it has done extremely well. “It’s very close to the number four-five in the industry of 32 channels. None of our brands is for rural. That space is something that most television channels have not really started investing in. I think for advertisers and the industry to actually expand and grow opportunities in rural will take time, so the growth in that area will be slow and steady. As of now, we have Sony Wah which caters to small-town India also. We will continue to nurture that so that one day it can expand into smaller markets,” she signs off. 

  • Sony MAX to air world television premiere of ‘Marjaavaan’ on 29 February

    Sony MAX to air world television premiere of ‘Marjaavaan’ on 29 February

    MUMBAI: Sony MAX is all set to feature the World Television Premiere of the month – Marjaavaan. The action drama featuring Siddharth Malhotra, Riteish Deshmukh and Tara Sutaria will be showcased on 29th February 2020 at 8PM.

    The film revolves around the love story of a local goon, Raghu (Siddharth Malhotra) and Zoya (Tara Sutaria), a mute music teacher whose world is turned upside down due to the villainous acts of Vishnu (Riteish Deshmukh), the son of an infamous gang leader The film takes a series of heart wrenching twists that results in the death of Zoya. Raghu avenges her death while Vishnu continues to destroy everything Raghu lives for.

    Speaking about his role as Raghu, Siddharth Malhotra says, "Milap, Me and my team first decided to change the physical aspect of Raghu – trying longer hair, a bandana, the matches, tougher, bigger and broader look including the tattoos of every religion in India. I found it cool and really enjoyed it. I've never done something like this before."

    Speaking about her role as a mute Kashmiri Music teacher, Tara Sutaria says, "I spent a couple of months before we started filming to learn the sign language as I wanted it to be 100 percent right. I believe if you're doing something unique like this, you need to do justice to the role. I am really grateful to Milap Sir and to everyone that I could learn this language."