The Hindu Business Line : Saif, Yana to endorse Maxima watches

Speaking to Business Line, Mr Anuj Sharma, Vice-President, Marketing, Maxima Watches, said, "The idea behind getting celebrities to endorse the brand is to project it as a high-end, yet affordable brand."

Maxima, which, caters to the lower-end segment, priced between Rs 300 and Rs 500, recently forayed into the mid-segment (Rs 1,000-Rs 1,500).

The commercial, which will be aired on Doordarshan from today, will be aired across other major channels from March 1. "Our initial focus on DD is due to the World Cup. Our commercial will hit the other channels soon after the crucial India-Pakistan match on March 1, as all eyes would be glued to the World Cup till then," remarked Mr Sharma.

The company has set aside an ad budget of Rs 2.5 crore for the next two months, which would also include a series of print campaigns that would be kicked off in April.

Talking about the company's expansion plans, Mr Sharma said Maxima would be expanding its existing portfolio of watches in April, in time for the wedding season.

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