Uniting colours with love, Max Fashion, India’s leading value-fashion brand, introduces Holi campaign “Holi Apno Wali’. The concept of the film spins around how colours of Max bring people together during Holi irrespective of whether they like playing with colours or not.

Capturing the affectionate moments between siblings, the campaign revolves around a family of five rejoicing in the celebrations of Holi. The film focuses on the youngest member of the family who is running away from his sisters with a fear of getting coloured by them. A colourful twist is further added to their playful bond when the sisters gift their brother trendy outfits instead of soaking him in multi-colours. Through this film, Max celebrates the true spirit of Holi by celebrating togetherness and spreading happiness with their stance – #HoliApnoWali

Commenting on the campaign, Jiten Mahendra, Senior Vice President- Marketing at Max Fashion 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.”

The film has been conceptualized by Lighstream, the branded content studio owned by Rainshine Entertainment. Anuraag Srivastava, CEO of Lightstream, said, “Holi is a widely celebrated festival in India, expressed through the beauty of colours. With the festival coming up next week, Max Fashion wanted to develop something meaningful that captures the true spirit of togetherness. We had the pleasure of working closely with them to conceptualize 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.”