Max Fashion India ropes in Kalki Koechlin as the face of brand, ET BrandEquity

Kalki Koechlin x Max FashionMax Fashion has onboarded Kalki Koechlin as the face of its ‘New New You’ campaign. The campaign embodies the spirit of personal transformation and self-expression.

The campaign ‘New New You’ explores self-expression and confident style, with a core message around embracing transformation through fashion. It highlights Max Fashion’s commitment to fresh, trendy styles for existing customers while appealing to new ones by focusing on personal style journeys. The campaign taps into the current trend of personalisation and self-care, making it relevant and accessible across diverse audiences.

More than showcasing a versatile collection, the campaign aims to build a deeper emotional connection by centring on personal reinvention. It emphasises how fashion empowers individuals to feel confident and explore new versions of themselves, fostering a sense of understanding and connection with the brand.

Alongside Kalki, influencers will amplify the campaign’s message through strategic collaborations on social media platforms. By sharing their own journeys with ‘New New You’ moments, they will engage with their audiences in a playful, authentic manner. This approach will help drive broader visibility for Max Fashion, putting the campaign in the digital spotlight across various channels.

The creative vision behind the ‘New New You’ campaign emphasizes themes of self-love and personal evolution. By showcasing diverse looks and styles, the visuals highlight the idea of multiplicity, capturing the essence of individual transformation.

Featuring Kalki, the campaign sets Max Fashion apart by focusing on authenticity and versatility. Kalki’s relatable and dynamic presence mirrors the campaign’s message of reinvention, offering a fresh and genuine connection with the audience. This approach breaks away from the typical trend-focused visuals in the market, reinforcing Max Fashion’s commitment to real, evolving personal style.

The campaign will launch with a robust media plan, spanning both offline and online platforms. It will strategically focus on building brand awareness and driving engagement through well-executed media touchpoints. The media mix will ensure a strong presence across various platforms, amplifying the core message of ‘New New You’ and reaching a wider audience. Through a combination of ATL, digital, and BTL initiatives, Max Fashion aims to create a lasting impression, deepening connections with both existing and potential customers.

On being the face of the new campaign for Max Fashion, Kalki Koechlin said, “I believe fashion is an extension of one’s personality, and Max Fashion’s ‘New New You’ campaign truly allows me to do that. I am thrilled to be a part of it and I must say Max Fashion has completely surprised me with its cool, vibrant and comfortable styles. ”

Pallavi Pandey, head of marketing, Max Fashion said, “As we embark on an exciting journey of transformation at Max Fashion, the ‘New New You’ campaign is our commitment to constantly evolving and bringing fresh, trendsetting styles to our customers. This collaboration with Kalki Koechlin represents the bold, confident, and ever-evolving spirit of our brand. We aim to inspire our customers to explore new possibilities and embrace every side of themselves with our latest collection, designed for the modern, aspirational Indian family.”

Sumit Chandna, deputy chief executive officer, Max Fashion, added, “Max Fashion’s growth and success have always been driven by our commitment to delivering value, quality, and fresh fashion to our customers. With the ‘New New You’ campaign, we are not only launching a dynamic new collection but also reinforcing our retail strategy to bring continuous innovation. This campaign marks a new chapter in our business, where we focus on expanding our presence, both in physical stores and online, with an unwavering dedication to customer satisfaction and style evolution.”

Watch the video here:

This collaboration celebrates the brand’s British heritage and eclectic style, set against the vibrant streets of West London, embodying the bold, edgy spirit of Pepe Jeans with a blend of classic sophistication and modern flair, the company stated in a press release.

• Published On Sep 20, 2024 at 02:53 PM IST

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