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Max Fashion’s sartorial thumbs up to women

By M4G Bureau - March 07, 2019

Ahead of Women’s Day, the brand will deploy the ‘Behen Kuch Bhi Pehen’ campaign on outdoors in sync with its mainline campaign urging women

Leading family fashion brand from the Landmark Group, Max Fashion, rolls out a women-oriented campaign ‘Behen Kuch Bhi Pehen’ this Women’s Day, with the stated brand mission being to democratize fashion. Women constitute the brand’s core TG and contribute more than 60% to the business, hence the focus is on strategic brand communication and establishing Max as a brand with a distinct point of view. The OOH campaign will be parallel to the mainline promotions.

The idea, according to the brand statement, is to encourage women to be fearless and uninhibited in their choice of clothing.

The campaign has been conceptualised by Dentsu Webchutney, Bangalore, and executed by Culture Machine.

Jiten Mahendra, Vice President- Marketing at Max Fashion says talking about the campaign, “The Campaign addresses the inhibition or the self-critical approach which women impose on themselves while experimenting with their fashion choices. Our endeavour is to encourage women to experiment and create their own style and fashion statement through this campaign.”

PG Aditya, Executive Creative Director says, “At Dentsu Webchutney, we have always strived to create brand speak that creates an impact on the broader Indian society. Max has democratized fashion but our minds hadn’t. ‘Behen Kuch Bhi Pehen’ married the diversity of choice that the brand offered to a statement of much-needed liberation. Kudos to Max for endorsing a statement that all modern women can get behind.”


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