Business Wire India - The digital film has clocked in more than 10 Million views across Instagram, YouTube and Facebook
- Under its initiative ‘Max Cares,’ the brand has recruited 1000+ specially-abled people since 2011
Introducing its new campaign, ‘Friendship Beyond Words,’ on the occasion of International Friendship Day, Max Fashion amplifies its brand belief of fostering genuine connections with customers and their commitment towards creating equal work opportunities for all, including people with special needs. The campaign is being extensively promoted through various social media platforms, and in-store displays across Max Fashion's numerous outlets.
Highlighting the importance of Max Cares and this campaign, Max Fashion spokesperson Mrs. Pallavi Pandey, Head Marketing said, “We are extremely excited to launch the ‘Friendship Beyond Words’ campaign, as it aligns with the brand’s core values of diversity and inclusivity. This campaign, under our initiative ‘Max Cares,’ is driven by the belief that true friendship goes beyond spoken language and that every individual, regardless of their abilities, deserves to be a part of an inclusive society.”
“We believe this campaign will raise awareness, celebrate diversity, encourage empathy, and that’s something we have set to achieve with Fashion i.e. to democratise fashion without discrimination,” she added.
The film #FriendshipBeyondWords, released on Max Fashion’s digital platforms, has over 10 Million views across Instagram, YouTube and Facebook. The heartening one-minute film opens with a young boy, Ved, entering a Max Fashion store with his parents. He runs inside the store to meet the Max staff he is friends with, who is specially-abled. They greet each other with a lot of warmth and Ved goes on to wish her “Happy Friendship Day” in sign-language. The girl gets emotional and gives Ved a hug, while breaking out in a smile. She then goes on to ask him where her friendship band is, and Ved places it on her wrists.
To View the Film: This Friendship Day, Kindness is the New Language
The emotive thought of “At Max you will always find a friend!” at the back of a heartwarming soundtrack brings alive the message of celebrating the beauty of friendship that breaks barriers and warms the heart.
The Friendship Day campaign has been conceptualised under, ‘Max Cares’ initiative, to make a positive impact on society and demonstrate the brand's commitment to giving back to the community. Max has recruited 1000+ specially-abled people since 2011, accounting for more than 5% of their total workforce.
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Section 1.10.32 of "de Finibus Bonorum et Malorum", written by Cicero
in 45 BC
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1914 translation by H. Rackham
"But I must explain to you how all this mistaken idea of denouncing pleasure and
praising pain was born and I will give you a complete account of the system, and
expound the actual teachings of the great explorer of the truth, the master-builder
of human happiness. No one rejects, dislikes, or avoids pleasure itself, because it
is pleasure, but because those who do not know how to pursue pleasure rationally
encounter consequences that are extremely painful. Nor again is there anyone who
loves or pursues or desires to obtain pain of itself, because it is pain, but
because occasionally circumstances occur in which toil and pain can procure him some
great pleasure. To take a trivial example, which of us ever undertakes laborious
physical exercise, except to obtain some advantage from it? But who has any right to
find fault with a man who chooses to enjoy a pleasure that has no annoying
consequences, or one who avoids a pain that produces no resultant pleasure?"
1914 translation by H. Rackham
"But I must explain to you how all this mistaken idea of denouncing pleasure and
praising pain was born and I will give you a complete account of the system, and
expound the actual teachings of the great explorer of the truth, the master-builder
of human happiness. No one rejects, dislikes, or avoids pleasure itself, because it
is pleasure, but because those who do not know how to pursue pleasure rationally
encounter consequences that are extremely painful. Nor again is there anyone who
loves or pursues or desires to obtain pain of itself, because it is pain, but
because occasionally circumstances occur in which toil and pain can procure him some
great pleasure. To take a trivial example, which of us ever undertakes laborious
physical exercise, except to obtain some advantage from it? But who has any right to
find fault with a man who chooses to enjoy a pleasure that has no annoying
consequences, or one who avoids a pain that produces no resultant pleasure?"