Sony Max 2- Reminiscing the magic of cinema

Cinema has been something really close to the heart of India. The tales told by Indian cinema hold the power to resonate with people's emotions. These movies have enriched the lives of the people by making them feel connected to the core ideas, messages and emotions being portrayed on screen. Sony Max 2 as a brand promises to make people relive these emotions, memories and moments through the magic of iconic movies. DDB Mudra conceptualized a very special campaign to convey the channel's idea or ethos- "kuch filmo ka jaadoo kabhi kum nahi hota" to people across the country.  The movies that were on-screen long time ago still have a refreshing impact on the lives of the Indian audience.

One of the most special things about a good story is that it stays with you, for a lifetime- and this was shown in the advertising campaign of Sony Max 2. The tagline of the advertising campaign suits well to the aim of the campaign- "Yaad Rahega!" 
This advertising campaign unlike other campaigns does not focus on bringing about a change in the society but to make people feel the joy of stepping into the lane of nostalgia and beauty of recalling good times associated with good movies. The advertising campaign was a package of three wonderfully crafted, overwhelming stories, which urged the audience to connected their strings of heart to Bollywood.  

The first story; Pehla Nasha- This advertisement showcased the budding love in the life of a young couple who are shown celebrating their wedding anniversary. The twist in the advertisement takes place when woman's younger sibling asks her to sing and dedicate a song to her brother in-law and he is taken aback with a very anxious expressions on his face. The audience are served with a surprise quotient when the speech-impaired wife enacts the timeless song of Bollywood reminding every viewer about some of the most beautiful love stories ever known- pehla nasha, pehla khumar. The husbands joins in with his wife and sings the rest of the song with sign language. Both of them celebrate their love, bond and magic of cinema with tears of happiness and ecstasy in their eyes. 

Wife enacting Pehla Nasha, Pehla Khumar.

The second story; Bollywood screenplay- This advertisement of the advertising campaign showcases a story of a father-son relationship. The son is shown taking care of his father in hospital, who is undergoing chemotherapy. When the son gets to know about his father's deteriorating health, he is taken aback and gets very emotional. He sits next to his father and helps him out while shaving. Both of them start talking while narrating some of the most famous dialogues of Hindi cinema and the conversation ends with father narrating, "zindagi aur maut uppar wale ke haathon mein hai, jahaanpanah". The ad-film ends with the soulful tunes of zindagi, kaisi yeh paheli haye! kabhi toh hasaye, kabhi yeh rulaaye. 

The father-son duo reciting the iconic Bollywood dialogues.

The third story; Timeless love- The third advertisement of the ad-campaign was about the enduring love-story of an old couple who feel the magic of nostalgia when their grand-daughters ask them about the first time they confessed their love to each other. Grandfather takes the charge of the question and recites melodiously, looking at his wife, "hum bane, tum bane ek dooje ke liye" and the grandmother is seen grinning while looking at her husband, waiting to respond with, "I don't know what you say" completing the song like they complete each other.

The timeless love.

Films are the source of evoking various emotions and films clubbed with advertisements functioned like two peas in a pod. The whole advertising campaign was vibrant, vivid and emotionally wholesome to connect with the audience and make a lasting image in their minds. The kind of shared love and warmth shown in the campaign was truly captivating. Though these tiny tales, the magic of yesteryear cinema was strengthened and relived in true means. It rejuvenated and rejoiced the feelings that were felt long back and reminded people to celebrate the simplicity of life, moments and relationships. It has helped the audience to rediscover the innocence of heart and little joys of life associated with films that have the capacity to lighten and brighten our monotony.