Max Fashion launches new campaign featuring actress Kalki Koechlin
15 September 2025, Mumbai
Max Fashion has launched a new campaign titled 'How New Is Your New?' featuring actress Kalki Koechlin as its brand ambassador. The campaign's core message is to redefine what ‘new’ means in fashion, making it a constant and accessible experience for consumers, rather than a seasonal one.
The campaign aims to provide new drops and styles every week. This positions Max Fashion as a brand that consistently offers fresh and trendy clothing, allowing customers to regularly update their wardrobe.
The campaign encourages consumers to find their own version of ‘new.’ This could be a bold new print, a festive outfit, or simply the joy of trying an unexpected style. It emphasizes that fashion is a journey of discovery and reinvention. It is being promoted through a comprehensive 360-degree media plan, including digital platforms like Instagram, YouTube, and Connected TV, as well as traditional channels like print media and in-store activations.
The campaign aligns with Max Fashion's overall vision to ‘democratize fashion’ by offering global trends at affordable prices to a wide audience, including young families and millennials. It highlights Max Fashion's commitment to keeping its offerings fresh and relevant for a modern, fashion-conscious audience. It's a strategic move to reinforce the brand's leadership in providing accessible and trend-driven fashion on a weekly basis.
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