Max Celebrates Individuality in its New Campaign: ‘Fashion for Real People’ Featuring Mohammed Assaf

Max, the largest value fashion brand in the region announced the launch of its new brand campaign ‘Fashion for Real People’.  It highlights human authenticity and encourages people to embrace their own unique style, by treating fashion as an extension of one’s personality. Max’s new campaign aims to inspire consumers to embrace their individuality and motivates them to dress for their comfort.

For the new campaign, Max has worked in collaboration with Mohammed Assaf, well known for being the winner of the second season of Arab Idol. Assaf’s humble beginnings and ‘down to earth’ characteristics blend seamlessly into the essence of the campaign and together they have created a campaign that emotionally connects with real people. Assaf has been chosen for this association not only for his accomplishments, but also because he is a strong role model and inspiration for youth in the region.

Mr.Ramanathan Hariharan, CEO of MAX says, “This isn’t a typical advertising campaign about the brand proposition, instead we want to connect with the real people through the brand communication. Our consumers are families, young adults, boys and girls that shop at Max because it feels real to them and we wanted to showcase our shoppers, their unique styles and personalities and the synergy they have built with the brand Max. This campaign recognizes true comfortable fashion not solely dictated by glamour pages or catwalks and allows our shoppers’ unique individuality to shine through the fashion choices they make. Ultimately, the campaign recognizes that the best kind of style is one that allows you to be comfortable in your own skin.”

Adopting an integrated marketing communication strategy, Max’s new 360-degree campaign included a social experiment launched on YouTube, a series of TVCs, radio spots, print and outdoor advertisements as well in-store branding featuring ‘real people’ from all walks of life as their most authentic selves. The social experiment sets the stage for the campaign as it poses the question: What is fashion? The story line follows a day in the life of a woman who goes about her daily tasks dressed as a fashionista who just walked off a magazine photo shoot. The YouTube film documents her utter discomfort in the outfit as she picks her son up from school, goes grocery shopping, plays with him in the park, all of which leaves her feeling “strange” and “not like [herself]” because it “didn’t feel natural” to her.  The tagline reads “Fashion for Real People” and that is the message that echoes throughout the campaign.  

Mohammed Assaf added: “It is an absolute honor for me to collaborate on such a campaign with Max. The campaign’s ethos resonates with my personal values and beliefs.” 

Max Fashion is part of Landmark Group, one of the largest retail and hospitality conglomerates in the Middle East and India. It currently operates in 16 countries across MENA and India. For more information, visit: www.maxstores.com