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A Woman is more than what she wears. More than what you see. This Women’s Day, let’s look beyond her look.

Bangalore - Max Fashion, a leading family fashion brand from the Landmark Group is taking a courageous step this Women’s Day after having them established for 13 years in the country. For the first time, Max is doing a thematic, women oriented integrated campaign ‘Behen Kuch Bhi Pehen’.

Max brand mission is to democratize fashion. Women being brand’s core TG contribute more than 60% to the business hence the focus on strategic brand communication and establishing Max as a brand with a point of view.

The insight being women often hold themselves back from wearing certain styles out of fear of judgement. Anything from a comment passed by a peer, or a rule posed by a fashion guru, many factors influence a woman while she’s getting dressed. Clothing being a form of expression shouldn’t be impacted by inhibitions of any sort. We need to encourage women to leave the rules, judgements, and fears behind, and wear whatever they want to.

The song has been sung by Anushka Manchanda supporting the campaign and giving the message ‘Behen, Kuch Bhi Pehen’ to Max women followers, the campaign has been conceptualised by Dentsu Webchutney, Bangalore and executed by Culture Machine.

Link of the film -

Jiten Mahendra, Vice President- Marketing at Max Fashion says, “The Campaign addresses the inhibition or the self-critic approach which women impose on themselves while experimenting with their fashion choices. Our endeavour is to encourage women to experiment and create their own style and fashion statement through this campaign.”

PG Aditya, Executive Creative Director says, “At Dentsu Webchutney, we have always strived to create brand speak that creates an impact on the broader Indian society. Max has democratized fashion but our minds hadn’t. ‘Behen Kuch Bhi Pehen’ married the diversity of choice that the brand offered to a statement of much-needed liberation. Kudos to Max for endorsing a statement that all modern women can get behind.”

The campaign will be running heavily on Digital, print, radio and outdoors.


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