MUMBAI: Ahead of the ICC Champions Trophy in September, the telecast rights holder Max is attempting to create a buzz in the market. Driving the initiative is a search for the 'Sabse Bada Deewana' to be launched across the country.

Through the hunt, Max will choose the biggest "deewana" from across the country through auditions on-ground across six cities- Lucknow, Jaipur, Bhopal, Surat, Kolkata and Mumbai. Participants could either register by sending a sms "Deewana" to 2525 or turn up for an audition at the venue, said an official release.

Speaking on the onset of Sabse Bada Deewana, Max EVP & business head Albert Almeida says, "This campaign will capture the true passion and fervor of the viewer and showcase what fuels his or her Deewanapan. The idea is to identify these deewanas, capture their deewanapan and present them to other passionate viewers of the channel."

According to Almeida, the on ground activity will be supported by an extensive off air and on air marketing campaign.

Max will take the biggest deewana and movie fanatic of all times - Sajid Khan across these cities and hunt down the Sabse Bada Deewana of the nation. After rolling out auditions in six cities, the campaign moves further as the six deewanas chosen from the city will then be eliminated by viewer votes and the Sabse Bada Deewana would be chosen from amongst them, adds the release.