Max Fashion India Ropes In Kalki Koechlin As Brand Ambassador

Max Fashion's latest campaign, featuring Kalki Koechlin, which explores self-expression and a confident style, with a core message around embracing transformation through fashion. The ‘New New You’ campaign highlights the brand’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.

The campaign spans both offline and online platforms. It strategically focuses on building brand awareness and driving engagement through well-executed media touchpoints. The media mix ensures 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.

Koechlin, as the ambassador, embodies the spirit of personal transformation and self-expression. Alongside, influencers will amplify the campaign’s message through strategic collaborations on social media platforms. By sharing their 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.

On being the face of this fun, Koechlin says, “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 comments, “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 CEO, of Max Fashion shares "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 to over 520 stores across 210+ cities. 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."