Mumbai: This October, MAX celebrates Amitabh Bachchan’s 40 glorious years in Bollywood. As a humble tribute to the living legend, MAX the Premium Movies and Events channel, presents 16 of his blockbuster films in the ‘Ab Tak Bachchan’ film festival, starting October 5, Monday to Friday at 8 pm. Bachchan’s most popular and critically acclaimed movies over four decades will be showcased in this most awaited annual film festival.
To support this initiative, MAX has planned an innovative 360 degree communication campaign comprising on-air, on-ground and multimedia. The different phases of the campaign will roll out lacing the festival period so as to maintain viewer curiosity and involvement throughout the season. Forty years ago, Bollywood superstar Amitabh Bachchan laid the foundation of a brand that would define an industry and MAX will dish out superhit Big B titles all this month. Since October also marks the Big B’s birthday, MAX will showcase back-to-back Amitabh Bachchan films all day long on 11th October and will be joined by some of the biggest names of Bollywood such as Ram Gopal Verma, Ravi Chopra, Adesh Srivastav, Sudesh Bhosle, etc. who would convey their birthday wishes to the megastar on-air.
Sneha Rajani, Executive Vice President & Business Head, MAX said, “Ab Tak Bachchan has matured to a driver property for MAX and incidentally this year, Amitabh Bachchan completes a landmark of 40 years in the industry. We have tried to marry the two to bring out the best of the biggest. This occasion provides MAX with the perfect platform to celebrate Big B’s stupendous achievements. MAX has always brought the best of entertainment to its viewers and in keeping with the massive popularity of Amitabh Bachchan, we are certain that our special line-up of the Big B’s blockbusters will captivate the audience.”
Amitabh Bachchan’s siege over the Indian film industry is unparalleled. Get ready to experience the charm of Bachchan films that have enthralled you time and again – the MAX way. Don’t miss ‘Ab Tak Bachchan’ from 5th to 17th October, Monday to Friday at 8 pm.
