MUMBAI: Hindi movie channels Sony Max and Max2, have roped in DDB Mudra as their new creative agency.

Commencing from 1 October, DDB Mudra will handle the creative duties for the brands Sony Max and Max2 which were previously handled by J Walter Thompson.

Commenting on this change Sony Max and Max2 VP marketing and communications Vaishali Sharma said, “With the ever changing business environment, it is important to continuously reinvent and innovate as a market leader.  We are happy to have DDB Mudra as our new agency on board and look forward to working with them. We are confident that they will provide us with a fresh perspective for our campaigns and will enable us to scale new heights.”

The decision was closed following a competitive pitch by a few selectively invited agencies, vying for the account.

Talking about its new assignment, DDB Mudra Group executive director and president Rajiv Sabnis said, "If Bollywood and cricket are like religion in India, then Max is the temple at which Indian viewers pay obeisance. You can't ask for better. The DDB Mudra mandate is to take this obsession with Bollywood and cricket to the next level.”