Asus launched their already hit Zenfone Max with beefed up features and better hardware on May 23rd 2016 via their digital only campaign called #LiveUnplugged which featured bollywood superstar Sonakshi Sinha who will also be a brand ambassador for Asus. Zenfone Max, which is known for its massive 5000 mAh battery and stylish looks, meant for users who are mostly on move and who needs some powerful performer also. To brief about the specifications which the all new Zenfone Max, its powered by a Qualcomm Snapdragon 615 Octa-core processor, the internal memory of phone has been increased to 32 GB and also capability of adding additional storage of upto 64 GB using Micro SD card. It comes with a 13 MP, f/2.0 aperture rear camera and a 5 MP, f/2.0 aperture front camera with ASUS’ own PixelMaster 2.0 technology and dual-LED flash. The device comes with a 5.5″ HD (1280 x 720) IPS display with full screen lamination and ASUS TruVivid technology. Zenfone Max comes with a 5000 mAH non-removable polymer battery. The new Zenfone Max comes in two variants having a 2 GB or 3 GB RAM priced at Rs. 9999/- INR and 12,999/- respectively. These Zenfone Max with 2GB is exclusively available on online shopping portal Flipkart while device with 3 GB RM is available on Amazon, Snapdeal and Flipkart. The 3 GB variant will also be available at all ASUS exclusive stores at later date. Asus Zenfone Max would be available in three interesting colours which are Sky blue, Orange and Black back panels. The Zenfone Max comes with Android Marshmallow out of the box overlayed with Zen UI. Commenting on the launch, Peter Chang, Region Head – South Asia & Country Manager for ASUS India said, “Zenfone Max has been one of our star products. The product features including its long battery life, ability to be a portable charger for other devices, stunning good looks and an affordable price resonated well with our audiences and helped us deliver our promise of making luxury affordable. The enhanced version of the Zenfone Max with a brand new processor, increased memory and more personalization options helps us stay true to our ethos and offer an extremely cost-effective high-end luxury product.” What’s inside the box: The All new Zenfone Max, 5V, 1A travel adapter, charging/data cable, OTG Cable and instruction manual. We were glad to be the part of the digital campaign #LiveUnplugged who are one of the lucky ones to get our hands on the device prior to market availability in a locked box that could be opened through a code visible at the end of the digital launch on May 23rd featuring Peter Chang, who is Region head in South Asis & Country Manager for ASUS India and Marcel Campos who is Marketing Director of Asus mobile division in India. The video also features Sonakshi Sinha making her first appearance as the brand ambassador of ASUS smartphones and tablets. I had some fun time on the unlocking day of the device and created this video on the fly within some hours. Do check out below 🙂 First Impressions: At the first look of the device, the design and build quality of the device is impressive. Though the design resembles its predecessors, the new Zenfone Max looks lot slimmer and weighs less too. The back panel with faux leather finish is classic and one don’t have to worry about slipping the phone down due to nice and glossy back of the smartphones. The device looks elegant and classy for the price which its being offered. The volume rocker and power buttons are made of quality material and the tactile feedback is perfect while operating them. Though the battery is non-removable, the back panel of the device is removable and can be replaced with any favorite colours which are available or any 3rd party fancy back panels which would be available in market soon. The display of the device is pretty decent and viewing angles are clear. The pictures looks vivid and bright. The tough responsiveness is brilliant. There is a bluelight filter which protects the users’ eyes from strain during prolonged usage which is well thought by ASUS and we must appreciate that integration. With Android’s latest version Marshmallow out of the box is the best thing happened on Zenfone Max topped with their own Zen UI which has hell lot of customization and power saving features like different power modes, app usage restrictions which can be done at our will and all this without bothering about rooting the device which makes the device stand out of crowd. The modes like Easy Mode and Kids mode in the Zen UI is just what required when one has to handover the device to kids or elders at home. Not to forget an impressive 5000 mAH lithium-polymer battery, with that one don’t have to worry about carrying around their travel adapter every day while on move and on top of it, they can share their battery power to other users also via reverse charging capability using a OTG Cable provided in the box. As per the claim by ASUS as a result of their tests, the lithium-polymer battery, when fully charged, provides 914.4 hours of standby time or 37.5 hours of 3G talk time or 32.5 hours of Wi-Fi web browsing or 72.9 hours of music playback or 22.6 hours of video playback. At this point, we are pretty impressed with the device’s build quality, display and initial look performance wise also is good. The only downside which we think on this device is that the absence of Fingerprint scanner, USB type C port which have become pretty standard on today’s devices priced at almost similar ranges and not having a powerful travel adapter for a battery of this size. We will come with a thorough review after some days or a month’s usage. Stay tuned on the same. Meanwhile if you have any questions/comments about the device, do mention in the comments section of this post.