Landmark Group’s leading value fashion brand, Max Fashion, has launched a new campaign to celebrate International Friendship Day which emphasizes the brand’s commitment to fostering genuine connections with customers and promoting equal work opportunities for individuals with special needs.
Called ‘Friendship Beyond Words’, the campaign is being promoted through various social media platforms and in-store displays at Max Fashion outlets. The campaign is part of ‘Max Cares’ initiative, which aims to create awareness, celebrate diversity, and encourage empathy.
The one-minute film, titled #FriendshipBeyondWords portrays a heartwarming story of a young boy named Ved who visits a Max Fashion store with his parents. Ved interacts with a specially-abled Max staff member, and their heartwarming friendship is depicted through gestures and sign language. The film conveys the message of celebrating friendships that transcend language barriers.
Giving Back to the Community
The campaign is a part of Max Fashion’s larger commitment to giving back to the community and creating a positive impact on society.
Pallavi Pandey, Head of Marketing and Spokesperson for Max Fashion, highlighted the significance of the campaign saying, “The campaign aligns with the brand’s core values of diversity and inclusivity. This campaign falls under our initiative ‘Max Cares’, aims to raise awareness, celebrate diversity, encourage empathy, and that’s something we have set to achieve with Fashion i.e. to democratise fashion without discrimination, to ensure that every individual, regardless of their abilities, deserves to be a part of an inclusive society.”
The company has employed over 1000 specially-abled individuals since 2011, comprising more than 5% of their total workforce and is dedicated to building connections and making a positive impact on diverse communities.
Embracing customers and employees from diverse backgrounds, cultures, and experiences, the brand is invested in building connections and touching the lives of everyone, through its journey.