Over the past decade, MAX Marketing & Innovations has become synonymous with game-changing film campaigns in India. Founded by Varun Gupta, the agency has steered more than 150 films to the heart of popular culture—transforming releases into events, and marketing into storytelling.
Bollywood on MAX Marketing
The agency’s unique approach has won admiration across the industry:
Ranveer Singh said, “The brilliance of MAX Marketing lies in their ability to create a spectacle around a film. They know how to translate energy into a cultural moment.”
Tabu, who worked with MAX on Bhool Bhulaiyaa 2, Drishyam 2, and Crew, shared, “They were incredible across all three films… always fresh, always impactful.”
Anil Kapoor remarked, “MAX has always come up with ideas that feel new. Varun is passionate and has built the best crew around him.”
Yami Gautam added, “With Varun and MAX, you get a team that truly understands the pulse of the audience.”
Vishal Bhardwaj said, “Film promotion today is as much about storytelling as the film itself. MAX has shown how to weave that magic.”
Sooraj Barjatya reflected, “Their campaigns bring warmth and values into the marketing process—just like the stories we try to tell on screen.”
Ashutosh Gowariker shared, “They bring scale, discipline, and creativity to the table, which makes a filmmaker’s vision reach farther.”
Kabir Khan said, “With MAX, marketing becomes a narrative extension of the film itself. That’s their genius.”
JP Dutta summed it up: “They’ve redefined how films are taken to the people. It’s marketing with heart.”
A Chorus of Industry Voices
Along with these, several stalwarts—Hrithik Roshan, Prabhas, Kareena Kapoor Khan, Akshay Kumar, Aditya Dhar, Arjun Kapoor, Mrunal Thakur, Ayushmann Khurrana and Ramesh Taurani —have also praised MAX over the years for its relentless innovation and passion, calling the agency “a powerhouse that understands both cinema and the audience with equal brilliance.”
A Decade of Innovations that Made Headlines
Over the years, MAX has consistently pushed the boundaries of what film marketing can achieve. Here’s a look at some of their biggest innovations:
View Instagram Post 1: Max Marketing Celebrates 10 Years Of Revolutionizing Film Marketing In India
Turning a Symbol into a Movement: For Satya Prem Ki Katha, MAX created the White Heart Activation, a simple yet powerful symbol of love and acceptance. Fans, influencers, and even brands embraced it, turning the white heart into a trending cultural motif that extended far beyond the film.
Blending Music & Storytelling: With Kuttey, MAX launched its soundtrack in an intimate mehfil hosted by Gulzar Saab alongside the cast. This unique format combined poetry, music, and film narrative in one sitting—offering audiences an experience unlike any conventional music launch.
Historic OOH Moments: At Ram Ki Paidi, Ayodhya, MAX unveiled a 50-ft poster and teaser for a film—transforming a sacred landmark into a cinematic celebration. The visual spectacle went viral, featuring across national news and trending online.
Creating Concerts from Characters: For Kabir Singh, MAX organized Kabir Singh Live in Concert, where the music of the film became a cultural movement. It wasn’t just a soundtrack launch—it was a full-blown concert that made fans feel they were living inside the character’s world.
Cinema Inside Cinema: MAX worked with PVR to dedicate an entire screen to Kabir Singh, immersing audiences in posters, soundscapes, and branding that blurred the lines between reel and real. It made going to the theatre feel like entering Kabir Singh’s universe.
Dhindhora: Marketing for the Masses: By rolling out auto, bus, and metro hoardings under the “Common Man’s Campaign,” MAX ensured that films weren’t just visible on elite billboards but integrated into everyday life—meeting audiences where they lived, commuted, and worked.
Each of these innovations wasn’t a one-off stunt—they were strategic cultural touchpoints designed to make films a part of people’s conversations, emotions, and daily realities.
The Visionary Behind MAX
Reflecting on the 10-year journey, Varun Gupta, Founder-Director of MAX Marketing & Innovations, said:
“From day one, our aim has been to craft experiences, not just campaigns. Every activation, every innovation was built on a simple principle—know the audience, respect their intelligence, and give them something unforgettable. This decade was just the beginning; the next ten years are about pushing the boundaries even further and creating stories that last long after opening weekend.”
Looking Ahead
With landmark campaigns for films like RRR, Kabir Singh, Animal, Article 370, PadMan, Major, Bhool Bhulaiyaa 2 and HanuMan, MAX Marketing has cemented its place as India’s premier film marketing powerhouse.
As it enters its second decade, the agency is poised to explore new intersections of cinema, technology, and audience engagement—setting the stage for the next wave of iconic campaigns that will define how films are marketed in India and beyond.
