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JWT will creatively 'refresh' SET Max
SET Max, the movie and special events channel, has handed its creative duties to JWT. The decision was made after the invited agencies made presentations. The ad spend for the year is estimated to be about Rs 25 crore.

The incumbent agency is TBWA India.

The last IPL campaign for the second season of the tournament was done by TBWA. The campaign was shortlisted in the Films category this year at Cannes.

In an official communiqué, Sneha Rajani, executive vice-president and business head, SET Max, says, "With the ever changing business environment, we at Max were looking at a new partnership that would clearly give our brand a reassured impetus."

Gaurav Seth, vice-president, marketing, SET Max, tells afaqs!, "After two IPL seasons, the channel has grown and it was time for a fresh perspective." Is a new philosophy or positioning on the cards with the new agency? Seth says, "I don't think we need to reposition but just refresh."

JWT, says Seth, emerged clearly as the right fit. "We believe Max and JWT can together deliver the best brand commitment while commanding consumer loyalty. We look forward to setting new benchmarks in the industry and continue leading with the creative edge that Max has always enjoyed," says Rajani.

Colvyn Harris, chief executive officer, JWT, says, "We are extremely happy to partner Max on its creative communications. This is a testament of the passion and teamwork at JWT. The mandate is an end-to-end solution, where JWT will partner on the unification platform. This is both exciting and challenging and we look forward to working together to reaffirm the brand's leadership position."

With an exciting roster of properties and programme initiatives ahead, including the biggest entertainment extravaganza, the DLF IPL, blockbuster movies and film fests, SET Max intends to reach its audience full throttle.
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