Mumbai: The MAX Hindi movie channel has appointed TBWA India as its creative agency.

Other agencies who were in the fray for the MAX account included Saatchi & Saatchi, Bates Enterprise and Publicis Ambience.

Euro RSCG is the incumbent agency. MAX is looking at leveraging the partnership to clearly distinguish and strengthen its brand. The channel has a tag line of Deewana Bana De, and is looking at TBWA to take this to the next level, in a manner such that it becomes an integral part of the consumers' daily lives and commands a loyal following.