MUMBAI: Hindi movie channel Sony Max has rolled out a new campaign to celebrate its success of being the undisputed leader amongst movie channels in India. The campaign is based on the thought ‘Naaz Hai Humein Apni Deewangi Pe’ (I am proud of my passion or madness), which encapsulates the country’s obsession with Hindi Cinema and its influence on the everyday moments of life.

The channel will be unveiling multiple short films showcasing how fans inspired by movies have imbibed the `deewanapan’ or passion.

The TVCs are conceptualized by DDB Mudra and shot by Tubelight Films, and went on air on 12 November. To promote the campaign, the channel is engaging in a massive television plan across news, regional and music channels (apart from its own TV network) for two weeks. The marketing plan also consists of a digital leg.

“The strategic reason to have a fresh campaign is to celebrate the uninterrupted leadership and success of the Sony Max channel over the last 26 weeks. The campaign is a reflection of the influence and impact that Sony Max has had on people’s lives with its movie offerings. The core thought ‘Naaz hai humein apni Deewangi pe’ not only showcases the madness that movies instills in every Indian but also takes the `deewanapan’ a notch higher," said Sony Max Marketing SVP Vaishali Sharma.

The three 45 seconder TVCs string together people from different walks of life and depicts how extremely passionate movie buffs look at every situation from a 70mm lens. The campaign also attempts to capture the rich pallet of emotions behind various facets of Hindi Cinema. The TVCs consist of seven distinct situations.