India’s biggest film marketing agency, MAX
Marketing, has completed 10 glorious years — a decade that has redefined how
Indian films are promoted and celebrated. What began in 2015 as a boutique
agency under the leadership of Varun Gupta has today become a powerhouse with
over 150 campaigns across Hindi, South Indian, and regional cinema. From
blockbusters like RRR, Animal, Kabir Singh, Kalki 2898 AD, Bhool Bhulaiyaa 2,
Drishyam 2, and Crew to socially relevant films such as Padman, Article 370,
Shubh Mangal Zyada Saavdhaan, Major and HanuMan, MAX has consistently gone
beyond marketing to create campaigns that transformed into cultural moments.
Over the years, the agency has earned
admiration from the industry’s biggest stars. Hrithik Roshan, Prabhas, Ranbir
Kapoor, Ram Charan, Kareena Kapoor Khan, Ranveer Singh, Rashmika Mandana and
many others have praised MAX’s innovative approach and instinctive
understanding of audiences. Varun Dhawan called it an “uncanny ability to
connect with the masses,” while Anil Kapoor admired their energy and fresh
ideas, noting that Varun Gupta leads with both passion and vision. Tabu
credited the agency for playing a key role in her recent string of hits, while
Yami Gautam admired their ability to capture the pulse of audiences. For South
star Adivi Sesh, who made his Hindi debut with Major, there was “no better
organization” than MAX to handle his film’s marketing journey.
The foundation of MAX’s success lies in its
ability to tailor every campaign uniquely, ensuring no two films are promoted
in the same way. Kabir Singh became a youth-driven phenomenon through its music
and emotional appeal, while RRR was positioned as a true pan-India epic with
global resonance, marked by innovations like the PVRRR association. Kalki 2898 AD
was marketed through futuristic, immersive experiences that mirrored the scale
of the film, and Drishyam 2 used suspense-led storytelling to revive nostalgia
while attracting new audiences. With thought-provoking projects like Padman,
Article 370, and Shubh Mangal Zyada Saavdhaan, the focus shifted toward
sparking dialogue while preserving cinematic appeal. Even genres often
considered niche — such as horror thrillers like Shaitaan or mythological
spectacles like HanuMan — were turned into mass conversations through MAX’s
insight-driven approach.
MAX’s reach extends far beyond Bollywood and
pan-India blockbusters. The agency has created successful campaigns for
regional films including Ved in Marathi, Taaro Thayo in Gujarati, Jombieland in
Punjabi and Dasara in Telugu. This adaptability across industries and languages
highlights their versatility in connecting with audiences at both a national
and regional level.
What sets MAX apart is the balance between
data-driven insights and emotionally resonant storytelling. Their campaigns are
designed not just to create pre-release hype but also to sustain conversations
long after a film’s release, ensuring both cultural impact and commercial
success. Over the last decade, MAX has not only created excitement around films
but also shaped the very way Indian audiences experience cinema.
As MAX Marketing enters its next chapter, its
mission remains the same — to push boundaries, craft iconic campaigns, and
celebrate cinema with passion and purpose. Ten years on, MAX has established
itself not just as a marketing agency but as an integral part of Indian
cinema’s cultural journey.
