Micromax to maximize with Lowe Lintas

By Neha Kalra , afaqs!, New Delhi | In Advertising | February 02, 2010
Draftfcb Ulka was the incumbent on the account

Micromax, a provider of wireless telecommunication solutions, has switched creative agencies. Its new partner is Lowe Lintas Delhi. Draftfcb Ulka, the incumbent agency, handled the Micromax account for about a year.

When afaqs! contacted senior officials at Lowe and Micromax, they declined to divulge details on the development.

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A month back, in a media release, Micromax had spoken about allotting a sum of about Rs 100 crore for advertising, of which Rs 60 crore was for above-the-line and the remaining Rs 40 crore for below-the-line advertising.

It is learnt that there wasn't any multi-agency involvement for the account. Lowe was the sole agency to be invited -- it was asked to make a presentation on the creative and strategy.

The brand currently has the tagline, 'Inventing Surprises', which, sources reveal, the company might reconsider. The brand has released two to three television commercials so far, which did not seem to have much to do with the tagline.

In the media mix for the brand, television and print are expected to be the lead media.

Micromax competes with strong players in the handset market - Nokia, Samsung and Sony Ericsson. Other players, such as Carbon and Lava, have also recently stepped into the market.

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